Persuasion Techniques Used by Successful Online Shops

Master Thesis 29-08-2017
Persuasion Techniques
used by Successful Online
Shops
To what extent and in which manner are the seven persuasion
principles of Cialdini used by the successful online shops in the
Netherlands?
Carina Halbesma
Faculty of Behavioural, Management and Social Sciences
Supervisors:
Dr. Joyce Karreman
Prof. Dr. Menno de Jong
Persuasion Techniques used by
Successful Online Shops
To what extent and in which manner are the seven persuasion principles of Cialdini applied by
the successful online shops in the Netherlands?
Author:
Carina Halbesma
carina-halbesma@live.nl
Student number: s1213113
Date:
29-08-2017
University: Internship:
Master Communication Studies ONMA, Enschede
Faculty of Behavioural, Management and The Netherlands
Social Sciences (BMS) 09-2016 till 02-2017
Department Marketing Communication (MC)
University of Twente, Enschede
Supervisors: Supervisor:
Dr. Joyce Karreman Jorik Heins
Department of Communication Science Online Business Optimizer & CEO
Prof. Dr. Menno de Jong

Department of Communication Science
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Preface
The master thesis lying in front of you is the end product of the master Communication
Studies within the specialization Marketing Communication at the University of Twente. With
this master thesis, six years of studying at the University of Twente also comes to an end.
I would not have been able to participate this master thesis on my own. Therefore, I would
like to thank some people who have guided me during this process.
Firstly, I would like to thank my first supervisor Dr. Joyce Karreman for her guidance during
this project. She gave me constructive and critical comments that benefited my master
thesis. Thanks to Joyce, I found carrying out my second master thesis still bearable. In
addition, I would as well like to thank my second supervisor Prof. Dr. Menno de Jong for his
constructive and critical comments that benefited my master thesis throughout the last few
months of my research.
Moreover, I would to thank Jorik Heins for giving me the opportunity to graduate at this
company. He gave me all the time I needed to complete my master thesis. Even after my
internship, I still received the opportunity to complete my research. In addition, I would like to
thank him for all the free lunches! I would also like to thank my colleagues at ONMA/Forresult
for analysing some pages of the websites and that they were able to deal with all my tough
questions despite their busy schedule. Furthermore, I would like to thank them for making
these long days fun and bearable.
Last but not least, I would also like to express my gratitude to the most important people in
my life. I would like to thank my family, friends and boyfriend for assisting me two times
during the graduation process. Without the constant support of my family, friends and
boyfriend, I would not have been where I am standing now. However, I would like to thank
my boyfriend in particular. I would like to thank you for investing so much time in my project
by analysing more than 10 percent of my data and by reviewing some parts of my thesis!
Besides, I would like to thank you for giving me twice the space I needed to complete both
master theses. You were also the person who had to deal with me when I was stressed out
again. All this time, you supported me! Thank you 
Carina Halbesma
Enschede, August 2017
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Abstract
As more and more Dutch people are buying online, Dutch’ organizations should persuade
(potential) customers to purchase goods and/or services from their online shop and not from
their competitors. To gain insight in which way Dutch’ online shops can enhance the
persuasiveness of their website design by applying motivator factors to a different extent
and/or in different manners, this study aims to understand to what extent and in which
manner successful online shops in the Netherlands make use of the seven principles
identified by Cialdini in their website design. By means of a developed coding scheme
consisting of 224 different techniques divided among 50 categories, a total of 1521 pages of
ten successful online retail shops and ten successful online travel shops used in the
Netherlands were analysed. The results show that at least 188 different techniques are used
once and 31 techniques by more than the half of the analysed online shops. Liking is the
most used principle followed by authority. Reciprocity is the least used principle. Although
almost all twenty online shops make use of the seven Cialdini principles, sixteen online
shops make use of the reciprocity principle and nineteen online shops of the social proof and
unity principle. More different unity techniques are applied by online travel shops than by
online retail shops. Moreover, the total number of social proof, unity and authority techniques
applied are also greater for online travel shops than for online retail shops, while the opposite
is the case with the total number of times the reciprocity techniques are applied. Generally,
the successful online shops make use of many Cialdini techniques and of many different
techniques underlying to the seven Cialdini techniques.
Keywords: Persuasion, Motivator Factors, Cialdini Principles, Website Design.
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Table of Contents
Preface .................................................................................................................................. 3
Abstract ................................................................................................................................. 4
Table of Contents..…………………………………………………………………………………....5
1. Introduction ....................................................................................................................... 7
1.1. Background .................................................................................................................................. 7
1.2. Research Goal and Research Question ....................................................................................... 9
1.3. Relevance of this study .............................................................................................................. 10
1.3.1. Practical Relevance ............................................................................................................................ 10
1.3.2. Scientific Relevance............................................................................................................................ 10
2. Theoretical Framework .....................................................................................................12
2.1. Defining a Persuasive Website Design ...................................................................................... 12
2.2. Underlying Factors of a Persuasive Website Design ................................................................. 13
2.3. Hygiene Factors of a Persuasive Website Design ..................................................................... 15
2.3.1. Informativeness................................................................................................................................... 15
2.3.2. Usability .............................................................................................................................................. 15
2.3.3. Visual Engagement ............................................................................................................................. 16
2.4. Motivator Factors of a Persuasive Website Design ................................................................... 16
2.4.1. Reciprocity Principle ........................................................................................................................... 16
2.4.2. Commitment and Consistency Principle ............................................................................................. 18
2.4.3. Social Proof Principle .......................................................................................................................... 20
2.4.4. Liking Principle .................................................................................................................................... 21
2.4.5. Authority Principle ............................................................................................................................... 22
2.4.6. Scarcity Principle ................................................................................................................................ 23
2.4.7. Unity Principle ..................................................................................................................................... 25
3. Method .............................................................................................................................27
3.1. Research Design ........................................................................................................................ 27
3.2. Database .................................................................................................................................... 27
3.2.1. Ten successful Online Retail and Travel Shops .................................................................................. 27
3.2.2. The Content of the Ten Successful Online Retail and Travel Shops .................................................. 28
3.3. Procedure ................................................................................................................................... 29
3.4. Coding Procedure ....................................................................................................................... 31
3.4.1. Determining in Which Manner ............................................................................................................. 31
3.4.2. Determining to What Extent ................................................................................................................ 32
4. Results .............................................................................................................................35
4.1. General Results .......................................................................................................................... 35
4.1.1. Differences between the Online Shops in Applying Cialdini Principles ............................................... 35
4.1.2. Differences between Cialdini Principles .............................................................................................. 36
4.2. Results per Cialdini Principle ...................................................................................................... 37
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4.2.1. Reciprocity Techniques ....................................................................................................................... 37
4.2.2. Consistency and Commitment Techniques ......................................................................................... 38
4.2.3. Social Proof Techniques ..................................................................................................................... 41
4.2.4. Liking Techniques ............................................................................................................................... 44
4.2.5. Authority Techniques .......................................................................................................................... 45
4.2.6. Scarcity Techniques ............................................................................................................................ 47
4.2.7. Unity Techniques ................................................................................................................................ 48
5. Discussion and Conclusion...............................................................................................50
5.1. General Discussion .................................................................................................................... 50
5.2. Practical Contributions and Implications .................................................................................... 53
5.3. Theoretical Contribution and Implications .................................................................................. 54
5.4. Limitations .................................................................................................................................. 55
5.5. Suggestions for Future Research ............................................................................................... 56
5.6. Conclusion .................................................................................................................................. 56
References ...........................................................................................................................58
Attachments
Appendix 1| Asking for Data .................................................................................................................................. 63

Appendix 2| Procedure to Determine the included Pages ..................................................................................... 66
Appendix 3| Final Coding Scheme ........................................................................................................................ 70
Appendix 4| Overview of the Procedure Followed ................................................................................................. 84
Appendix 5| Coding Scheme 1.0 ........................................................................................................................... 85
Appendix 6| Coding Scheme 2.0 ........................................................................................................................... 98
Appendix 7| Coding Scheme 3.0 ......................................................................................................................... 103
Appendix 8| Coding Instructions 1.0 .................................................................................................................... 108
Appendix 9| Coding Scheme 4.0 ......................................................................................................................... 111
Appendix 10| Coding Instructions 2.0 .................................................................................................................. 117
Appendix 11| Coding Scheme 5.0 ....................................................................................................................... 120
Appendix 19| Differences between the Cialdini Principles Applied ...................................................................... 196
Appendix 20| Detailed Results per Cialdini Principle ........................................................................................... 197
Appendix 21| Differences between the Types of Online Shops ........................................................................... 222
Appendix 22| Thirty-One Techniques .................................................................................................................. 223
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1. Introduction
1.1. Background
In the last years, the Internet has become a global market for the exchange of goods
and services (Ketabi, Ranjbarian & Ansari, 2014). In other words, electronic commerce
(hereafter: e-commerce), i.e., “exchanges between parties including organizations and
individuals based on information technology” (Ketabi et al, 2014, p. 375), obtained an
important role in the global market. Also in the Netherlands, e-commerce has become
important in the exchange of goods and services. More and more Dutch people are buying
online. According to Statistics Netherlands (CBS, 2016a), 71 percent of the Dutch population
bought goods and services online in 2015. This is more than twice as many as ten years ago
from then. Therewith, the Netherlands is positioned in the European Union top five. Only the
population of the United Kingdom, Denmark, Luxembourg and Germany are buying more
online (CBS, 2016a). Most of these Dutch consumers buy domestically. Just a third of the
population buys goods and services online from other EU countries (CBS, 2016a).
E-commerce has therefore become an important way for Dutch’ organizations to sell
their goods and/or services (from now on termed: products). Specifically, by selling products
online, Dutch’ organizations realised a 19 percent turnover growth in July 2016 in
comparison to July 2015 (CBS, 2016b). This turnover growth is in sharp contrast with the
total turnover growth achieved by the retail sector in the same period: 0.9 percent (CBS,
2016b). The increase of 0.9 percent in 2016 is to a large extent determined through the
increasing online sales of products. This, in turn, explains why the number of online shops in
the Netherlands has also increased. Early 2007, there were only five thousand online shops,
while early 2015 there were already 30 thousand online shops. This is a sixfold increase
(CBS, 2016c). A contrary development occurred with the physical shops in the Netherlands.
In 2010, there were more than 80 thousand physical stores, while in 2015 there were only 74
thousand left. This is a decline of 8.2 percent (CBS, 2016c).
In this environment where the competitor is only one click away, the Dutch’ organizations
have to find ways in which customers buy the products from their online shop and not those
from their competitors. The Dutch’ organizations should persuade (potential) customers to
purchase products from their online shop. Based on the different definitions given by Fogg
(1998; 2003), persuasion can be defined as an attempt to shape, reinforce or change
attitudes or behaviours or both (without using coercion or deception). In other words,
persuasion is a process wherein a source tries to achieve certain attitude and/or behaviour
outcomes (without using coercion or deception) at particular receivers. Since (1) persuasion
is not only possible through human communication but also through human-computer
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interaction (Fogg, 2003), and (2) the website design, i.e., “the interface channel and
environment through which the user and the computer exchange information” (Fan & Tsai,
2010, p. 1144), of an online shop is often the first contact point for (potential) customers
(Alhammed & Gulliver, 2014), the website design has a significant role in persuading
(potential) customers to buy products from an online shop.
Literature shows that different factors regarding to the website design play an important
role in persuading (potential) costumers to buy products from the online shop (e.g.,
Alhammad & Gulliver, 2014; Chu, Deng & Chuang, 2014; Ibrahim, Shiratuddin & Wong,
2016; Ibrahim, Wong & Shiratuddin, 2015; Kim & Fesenmaier, 2008). For example,
informativeness, usability and visual engagement of the website design appear to be
necessary for the success of online shops (Ibrahim et al., 2015; 2016). However, since these
factors are already extensively applied in most website designs, they are no longer the key
techniques that are persuasive (Ibrahim, Shiratuddin and Wong, 2014). According to Ibrahim
et al. (2015; 2016) they are hygiene factors. Hygiene factors are factors that do not
contribute to the persuasiveness of a website design but that are necessary for the success
of online shops. In the absence of hygiene factors, the website design will not appear
persuasive at all (Ibrahim et al., 2014; 2015; 2016; Kim & Fesenmaier, 2008).
Already in 2003, Fogg came up with the idea of captology, which is nowadays known as
persuasive technology or persuasive design. He argued that designing for factors as usability
and functionality is not enough for a website to be persuasive. The current design trend
should focus on a persuasive design (Fogg, 2003, as cited in Alhammad & Gulliver, 2014).
Kim and Fesenmaier (2008) and Ibrahim et al. (2014; 2015; 2016) argue that motivator
factors should be used to persuade (potential) customers to buy products from an online
shop. Motivator factors are factors that contribute to the persuasiveness of a website design.
The absence of such factors does not necessary counteracts the persuasiveness of a
website design, as is the case with hygiene factors (Kim & Fesenmaier, 2008; Ibrahim et al.,
2014; 2015; 2016). Motivator factors should therefore be used by Dutch’ organizations to
enhance the persuasiveness of their online shops.
Possible motivator factors might be the underlying factors of the Persuasive Systems
Design (PSD) and the Cialdini principles. In the PSD model, Oinas-Kukkonen and Harjumaa
(2009) brought the 42 persuasive technology principles as identified by Fogg back to 28
persuasion principles. The 28 remaining persuasion principles can be used to develop and/or
evaluate persuasive information systems as website designs (Oinas-Kukkonen & Harjumaa,
2009). Other motivator factors might be the seven principles identified by Cialdini: reciprocity,
commitment and consistency, social proof, liking, authority, scarcity, and unity. According to
Ibrahim et al. (2014) the six traditional principles, i.e., reciprocity, commitment and
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consistency, social proof, liking, authority, and scarcity, are motivator factors, since evidence
is found that these principles are effective in persuading people in a human-computer
environment (e.g., Amblee & Bui, 2012; Holzwarth, Janiszeski & Neumann, 2006; Ibrahim et
al., 2015; Kim & Fesenmaier, 2008; Sundar, Xu & Oeldorf-Hirsch, 2009). They stated that the
presence of one of these six principles will enhance the persuasiveness of a website design,
while the absence of these principles will not necessary reduce the persuasiveness of a
website design. In 2015 and 2016, Ibrahim et al. (2015; 2016) found empirical evidence for
this. To our knowledge no experimental research has been done regarding the
persuasiveness of unity, a recently discovered principle by Cialdini, in a human-computer
environment. However, evidence is found that this principle is effective in persuading people
in an offline environment (Cialdini, 2016). From this, it can be argued that the unity principle
is also a motivator factor.
The PSD model and the Cialdini principles differ from each other in that the PSD model
focuses on principles that can be used to enhance the persuasiveness of an information
system, while the Cialdini principles are the different principles through which a person might
be persuaded. Most of the time, even when the principles are applied separately, they guide
us toward the correct choice (Cialdini, 2007; 2016). Since, in addition to this, we live in an
increasingly complex world in which it is not always possible to analyse all the aspects we
encounter in it, we tend to respond mindlessly when one of these seven identified principles
is present (Cialdini, 2007; 2016). It might therefore be the case that the different underlying
factors of the PSD model are persuasive in that they persuade customers by means of a
Cialdini principle. Because of this, and because it can be argued that the Cialdini principles
are motivator factors, this study focuses on the seven principles identified by Cialdini.
1.2. Research Goal and Research Question

To gain insight in which way Dutch’ online shops can enhance the persuasiveness of
their website design by applying motivator factors to a different extent and/or in different
manners, this study aims to understand to what extent and in which manner successful
online shops in the Netherlands make use of the seven principles identified by Cialdini (i.e.,
reciprocity, commitment, liking, social proof, authority, scarcity and unity) in their website
design. The main research question during this research is therefore:
To what extent and in which manner do the ten successful online retail shops and the ten
successful online travel shops in the Netherlands make use of the seven principles identified
by Cialdini in their website design?
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1.3. Relevance of this study
1.3.1. Practical Relevance

By determining the extent and identifying the different manners in which the seven
principles of Cialdini are applied in the website design of the ten successful online retail
shops and the ten successful online travel shops used in the Netherlands, opportunities for
less successful online retail and travel shops used in the Netherlands and the analysed
online shops itself might be found to enhance their persuasiveness (further). Less successful
online retail and travel shops used in the Netherlands might enhance their persuasiveness by
applying the Cialdini principles in the same way and to the same extent as the analysed
online shops do. Since the analysed online shops are successful, it can be argued that the
way and the extent they apply the Cialdini principles have contributed to this success. Other
reasons why applying Cialdini principles might increase the persuasiveness of less
successful online retail and travel shops used in the Netherlands are (1) that evidence is
found that applying some Cialdini principles is effective in a human-computer environment
(e.g., Amblee & Bui, 2012; Holzwarth et al., 2006; Ibrahim et al., 2015; Kim & Fesenmaier,
2008; Sundar et al., 2009) and (2) that this study focuses on motivator factors when
identifying techniques underlying to the Cialdini principles. Based on this and because not all
the analysed online shops might have applied the identified techniques underlying to the
Cialdini principles in their website design, new opportunities for the analysed successful
online shops itself might also be found to enhance their persuasiveness further.
1.3.2. Scientific Relevance

Although Ibrahim, Shiratuddin and Wong already conducted the same kind of research in
2013, this study is of scientific relevance. Specifically, Ibrahim et al. (2013) identified to what
extent and in which manner the four most visited travel websites used in Australia made use
of reciprocity, commitment and consistency, social proof, liking, authority, and scarcity in their
website design. In their study, they did not define the principles in order to identify the
availability of these six principles in the website design. The current study makes therefore
use of definitions in order to identify to what extent and in which manner the ten successful
online retail shops and online travel shops in the Netherlands apply the seven Cialdini
principles. Moreover, Ibrahim et al. (2013) appointed only the different manners in which the
four most visited online travel shops applied the six principles in their website design (e.g.,
interactive design and instant personalisation features). No explanation and/or definitions of
these different manners were given. Therefore, it is not shown, in which manner the four
most visited travel websites made use of the six principles in their website design. The
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current study tries to overcome this by defining the different manners in which the ten
successful online retail shops and the ten successful online travel shops in the Netherlands
make use of Cialdini’s principles. At the same time, the current study makes a distinction
between hygiene and motivator factors in that the current study focuses only on motivator
factors and not on hygiene factors at identifying underlying techniques of the Cialdini
principles in the website design, something that the study of Ibrahim et al. (2013) did not do.
The current study extends the study of Ibrahim et al. (2013) in that it also focuses on the
recently discovered principle: unity. Moreover, it focuses on both online travel shops and
online retail shops. It might be the case that online retails shops make to a different extent
and in a different manner use of the principles identified by Cialdini in comparison to the
online travel shops. Furthermore, the current study focuses on ten successful online retail
shops and travel shops used in the Netherlands and not on the four most successful online
travel shops used in Australia. Therefore, the results of this study are especially applicable in
the Dutch online environment.
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2. Theoretical Framework
2.1. Defining a Persuasive Website Design

Fogg (1998) defines persuasion as “an attempt to shape, reinforce, or change behaviors,
feelings, or thoughts about an issue, object or action” (p. 225). More recently, Fogg (2003)
defines persuasion as “an attempt to change attitudes or behaviors or both (without using
coercion or deception)” (p. 15). By combining these definitions, persuasion is defined as an
attempt to shape, reinforce or change attitudes or behaviours or both (without using coercion
or deception). Persuasion differs from coercion or deception in that it is about achieving
voluntary attitude and/or behaviour outcomes at the recipients rather than forcing the
recipients (Fogg, 2003). Specifically, it is about achieving the following voluntary attitude
and/or behaviour outcomes: (1) a shaped outcome, which refers to the formulation of
particular response patterns to new stimuli; (2) a reinforced outcome, which refers to the
reinforcement of existing response patterns to stimuli; and (3) a changed outcome, which
refers to the change of existing response patterns to stimuli (Dillard & Pfau, 2002). Since the
aim of an organization is generating profit by selling products from their online shop,
organizations want to shape, reinforce and change behaviours of (potential) customers in
that these (potential) customers buy the products from their online shop.
However, organizations also want to shape, reinforce and change attitudes in that
(potential) customers hold favourable attitudes (i.e., favourite evaluations (Simons & Jones,
2011)) toward buying products from their online shops. An individual’s attitude can be under
specific conditions a predictor of the buying behaviour of that individual. The Theory of
Reasoned Action (TRA) (Ajzen & Fishbein, 1973), the Theory of Planned Behaviour (TPB)
(Ajzen, 1991) and the Technology Acceptance Model (TAM) (Davis, Bagozzi & Warshaw,
1989), which all aim to explain the behaviour of people, assume that attitudes under specific
conditions can be a predictor of behaviour. The TRA assumes that the strongest predictor
underlying to behaviour is one’s behaviour intention. Underlying to one’s behaviour intention
are one’s attitudes toward performing the behaviour and one’s subjective norm related to
performing the behaviour (Ajzen & Fishbein, 1973). The TPB (Ajzen, 1991) extends the TRA
by adding perceived behavioural control as another underlying dimension of behavioural
intention. Moreover, TAM (Davis et al., 1989) aims to explain the underlying conditions of the
acceptance of technology. The TAM assumes that the strongest predictor underlying to the
acceptance of technology is one’s behavioural intention to use. Underlying to one’s
behavioural intention to use are one’s attitudes toward using and one’s perceived usefulness
(Davis et al., 1989).
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Since this study focuses on (1) how website design of an online shop is used to persuade
and (2) the website design itself does not have the intention to persuade, this study focuses
on human-computer persuasion. Human-computer persuasion is one of the three types of
persuasion, as identified by Harjumaa and Oinas-Kukkonen (2007). Specifically, they
identified the following types of persuasion: interpersonal persuasion, computer-mediated
persuasion and human-computer persuasion. Interpersonal persuasion is a type of
persuasion whereby a human being persuades another human being without using any form
of technology (Briñol & Petty; Wilson, as cited in Harjumaa & Oinas-Kukkonen, 2007).
Computer-mediated persuasion refers to a type of persuasion whereby people persuade
others through computer technologies (e.g., e-mail, instant messages and blogs) (Harjumaa
& Oinas-Kukkonen, 2007). Finally, human-computer persuasion, also termed persuasive
technology, is defined as a type of persuasion whereby computer technology persuades
people (Fogg, as cited in Harjumaa & Oinas-Kukkonen, 2007). Computers themselves do not
have the intentions to change someone’s attitudes or behaviours. The people who create,
distribute or adopt the technology do. Since it is not clear who the persuader is, it differs from
computer-mediated persuasion (Fogg, as cited in Harjumaa & Oinas-Kukkonen, 2007). From
this, it can be argued that persuading by means of a website design, i.e., “the interface
channel and environment through which the user and the computer exchange information”
(Fan & Tsai, 2010, p. 1144) is a form of human-computer persuasion.
Based on the previous three paragraphs, a persuasive website design of an online shop
is defined as a website design designed to reinforce, change or shape attitudes in that
(potential) customers hold favourable attitudes toward buying products from their online shop
and/or behaviour in that (potential) customers purchase products from their online shop.
2.2. Underlying Factors of a Persuasive Website Design

In line with different scholars (e.g., Kim & Fesenmaier, 2008; Ibrahim et al., 2014; 2015;
2016) who made a distinction between two factors, hygiene and motivator factors, that
differently contribute to the persuasiveness of a website design, this study also makes a
distinction between those two factors. In 1968, Herzberg made already a distinction between
hygiene and motivator factors in his Herzberg’s motivation-hygiene theory. However, in this
case, these two factors played different roles in job satisfaction or dissatisfaction. According
to Herzberg (1968) job satisfaction and dissatisfaction are not two ends of the same
continuum; job satisfaction and dissatisfaction are two dimensions. He proposed that factors
leading to job dissatisfaction are different from the factors leading to job satisfaction. The
absence of certain factors is related to job dissatisfaction and the presence of certain other
factors is related to job satisfaction. The factors that without their presence lead to job
13
dissatisfaction are called ‘hygiene factors’ and the factors that lead to job satisfaction are
called ‘motivator factors’. The presence of hygiene factors does not necessary lead to job
satisfaction and the absence of motivator factors does not necessary lead to job
dissatisfaction. However, depending on the individual and the situation, it might be the case
that some factors are identified as both a hygiene and motivator factors (Herzberg, 1968).
In 1999, scholars argued that the distinction between hygiene and motivator factors not
only exists in the work environment but also in the web environment. Specifically, Zhang,
Small, von Dran and Barcellos (1999) proposed that the absence of hygiene factors on a
website design would lead to dissatisfaction regarding this website design and that the
presence of motivator factors on a website design would lead to satisfaction regarding this
website design among the users. Zhang, Small, Von Dran and Barcellos (2000), and Zhang
and Von Dran (2000) found empirical evidence that different website design functions can be
identified according to these two factors. In 2005, 2006 and 2007, Kim and Fesenmaier
argued that the same distinction between hygiene and motivator factors apply to the
persuasiveness of a website design (Kim & Fesenmaier, 2008). They argued that although
the presence of hygiene factors does not contribute to the persuasiveness of a website, the
absence of these factors will counteract the persuasiveness of a website. On the other hand,
they argued that the presence of motivator factors contributes to the persuasiveness of a
website. However, like the presence of hygiene factors does not contribute to the
persuasiveness of a website, the absence of motivator factors does not counteract the
persuasiveness of a website (Kim & Fesenmaier, 2008).
Based on a literature review, Kim and Fesenmaier identified usability and
informativeness as hygiene factors, and credibility, inspiration, involvement and reciprocity as
motivator factors (Kim & Fesenmaier, 2008). In 2008, Kim and Fesenmaier studied the
influence of these six factors on visitors’ first-impression toward the homepage of travel
websites. They found that among the six dimensions, inspiration-related design factors (also:
visual aesthetics) had the greatest impact on forming first-impressions, respectively followed
by: usability, credibility and informativeness. No significant relationships were found for the
two other factors, reciprocity and involvement, and the persuasiveness of a website (Kim &
Fesenmaier, 2008). Based on these findings, Ibrahim et al. (2014) argued that visual
aesthetics is a third hygiene factor. Like Kim and Fesenmaier (2008), they identified
credibility, engagement (another word for involvement) and reciprocity as motivator factors.
However, they defined reciprocity no longer as “the extent to which a Web site is perceived
to provide or support two-way information exchange between the destination and users”
(Huang & Trifts, as cited in Kim & Fesenmaier, 2008, p. 5) as is the case with the study of
Kim and Fesenmaier but as Cialdini’s reciprocity principle (see Paragraph 2.4.1. for more
14
information). Moreover, they extended the motivator factors with the other five persuasion
principles as is identified by Cialdini in 2007: consistency and commitment, liking, social
proof, authority, and scarcity. In 2015, Ibrahim et al. (2015) found evidence that visual
aesthetics and engagement are not two different factors. These two factors can be combined
in one hygiene factor: visual engagement.
2.3. Hygiene Factors of a Persuasive Website Design

Based on this literature review, the following hygiene factors are identified:
informativeness, usability and visual engagement. All these hygiene factors are described in
more detail below.
2.3.1. Informativeness
Different definitions of informativeness are given (e.g., Díaz, Martín-Consuegra &
Estelami, 2016; Luo, 2002). Specifically, Luo (2002) defines informativeness as “the extent to
which the Web provides users with resourceful and helpful information” (p. 35) and Díaz et
al. (2016) define informativeness as “the quality and comprehensiveness of organizational
information provided by the website” (p. 410). According to Rieh (2002) information quality
can be assessed using the following criteria: goodness, accuracy, currency, usefulness, and
importance. Zhang and Von Dran (2001), and Zhang, Von Dran, Blake and Pipithsuksunt
(2001) identified among the top five web design functions of an e-commerce website the
following informativeness functions: completeness, currency, accuracy, and clarity. Based on
these findings and the definitions given by Luo (2002) and Díaz et al. (2016), informativeness
of an online shop is defined as the extent to which an online shop provides visitors with
useful, complete, current, accurate, and clear information.
2.3.2. Usability
Based on the International Standards Organization (ISO), which defines usability as “the
effectiveness, efficiency and satisfaction with which specified users achieve specified goals
in particular environments”, Powell defines web usability as “the extent to which a site can be
used by a specified group of users to achieve specified goals with effectiveness, efficiency,
and satisfaction in a specified context of use” (as cited in Safavi, 2009, p. 277). In other
words, web usability is the ease of use of the website (Ibrahim et al., 2014). According to
Díaz et al. (2016), Goodwin (1987), and Loiacono, Watson and Goodhue (2002) the ease of
use of the website consists of two different features: (1) ease of understanding and (2) ease
of navigation (Kim & Fesenmaier, 2008). In line with the first feature, Kim and Fesenmaier
(2008) state that websites should be designed in such a way that visitors can easily
15
understand what the goal of a site is and what they can achieve on a website. In line with the
second feature, websites should be designed in such a way that visitors can easily find what
they are searching for and know where they are in the website (Sindhuja & Dastidar, 2009).
2.3.3. Visual Engagement

According to Ibrahim et al. (2015), as is mentioned before, visual engagement is a
combination of visual aesthetics and engagement. Ibrahim et al. (2014) define visual
aesthetics of a website as “the art or beauty of the web” (p. 5). According to Ellahi and
Bokhari (2013) it is the overall appearance of a website. Lavie and Tractinsky (2004) found
two underlying dimensions of visual aesthetics in human-computer interaction: classical
aesthetics and expressive aesthetics. Classical aesthetics refers to aesthetic notions that
emphasize orderly and clear design, while expressive aesthetics refers to the creativity and
originality of the designers and by the ability of the designers to break design agreements.
Engagement, also termed involvement, is defined as “a consumer’s ongoing attention to an
object of consumption such as a website or brand” (Abdul-Ghani, Hyde & Marshall, 2011, p.
1060). In other words, it is a visitor’s ongoing attention to an online shop. According to
Ibrahim et al. (2014) engagement requires “focused attention and (or) several mouse clicks
during the interaction process” (p. 6). By combining these terms, visual engagement of an
online shop is defined as the general nature and appreciation of beauty that leads to a
visitor’s ongoing attention to an online shop.
2.4. Motivator Factors of a Persuasive Website Design

Since, as is mentioned in the introduction section, it is believed that the presence of the
seven principles identified by Cialdini contributes to the persuasiveness of a website design
and that the absence of these principles does not counteract the persuasiveness of a
website, this study focuses on the seven principles identified by Cialdini. These seven
principles are described in more detail below:
2.4.1. Reciprocity Principle

The reciprocity principle states that “we should try to repay, in kind, what another person
has provided us” (Cialdini, 2007, p. 17). By obligating the receiver to repay, the reciprocity
principle makes it possible that one person can give something to another with the
confidence that it is not lost. It makes the development of reciprocal relationships between
individuals possible, which is beneficial to the society (Cialdini, 2007). There is however not
only an obligation to repay but also an obligation to give and receive according to Mauss (as
cited in Cialdini, 2007, p. 31). The obligation to receive (even unwanted favours) makes the
16
principle easy to utilize. Giving a favour without expecting anything in return urges the
receiver to reciprocate (Cialdini, 2007). Moreover, the one who gives may also determine the
repayment. Violating the reciprocity principle by accepting without returning the requested
repayment creates an unpleasant feeling of indebtedness by the ones who violates and a
feeling of disliking by others. Because of this internal discomfort and the possibility of
external shame, we often give back the requested repayment, which is sometimes a larger
return than is received (Cialdini, 2007).
The principle of reciprocity also results in mutual concessions. Instead of being the first
to grant a favour that urges to reciprocity, one can make a first concession by making the
request seems smaller. This, in turn, might encourage a concession of the receiver (Cialdini,
2007). Mutual concessions are in the interests of any group of people working together to
achieve common goals. In many social interactions, people start with requirements and
desires that are not compatible. These initial, incompatible requirements and desires should
be put aside in favour of socially beneficial cooperation. This is achieved by means of
processes that promote compromises: mutual concessions (Cialdini, 2007). Moreover, this
‘first time a large request, then a smaller’ strategy, also door-in-the-face technique (Kardes,
Cline & Cronley, 2011) is effective through the contrast principle. The ultimate request looks
meaningless in comparison to the first large request (Cialdini, 2007). However, the initial
request should not be entirely unreasonable; otherwise the requester will not be taken
seriously (Cialdini, 2007).
Organizations can take advantage of this principle by means of two ways. Firstly, by
offering (potential) customers a favour without expecting anything in return, a feeling of
obligation to repay among these customers can be created. This feeling of obligation to
repay might result in that the (potential) customers ultimately start to buy products from the
organization (e.g., Bawa & Shoemaker, 2004; Cialdini, 2007; Friedman & Herskovitz, 1990).
The feeling can be strengthened when the (potential) customers perceive the favour as
meaningful, unexpected and/or customized. According to Cialdini (2016) receivers of favours
are more likely to repay, when the receivers experience the favour as meaningful,
unexpected and customized. A meaningful favour is not the same as an expensive favour. A
meaningful favour does not have to be expensive and an expensive favour does not have to
be meaningful (Cialdini, 2016). Secondly, by making use of the ‘first time a large request,
then a smaller’ strategy (i.e., door-in-the-face technique), the organization can cause that the
(potential) customers accept the smaller request of the organization (e.g., Cialdini, Vincent et
al., 1975). Therefore, reciprocity techniques are defined as the different manners in which an
organization offers (potential) customers a meaningful, unexpected and customized favour
17
without expecting anything in return and the different manners in which an organization
makes use of the door-in-the-face technique.
An organization can make use of reciprocity techniques in their website design (e.g.,
Schumann, von Wangenheim & Groene, 2014; Tu & Lu, 2009). An organization can for
example offer free tools for visitors of their online shop without expecting anything in return.
Moreover, an online shop can apply the door-in-the-face technique in their website design by
asking (potential) customers for an initial big request. Once this initial big request is refused
by the (potential) customers, a smaller request will be asked. In order to identify the extent
and the different manners in which successful online retail shops and online travel shops
make use of such reciprocity techniques in their website design, this study tries to answer the
following research question:
RQ1: To what extent and in which manner do the ten successful online retail shops and the
top successful online travel shops that are used in the Netherlands make use of persuasive
reciprocity techniques in their website design?
2.4.2. Commitment and Consistency Principle

The consistency principle states that we have a “nearly obsessive desire to be (and to
appear) consistent with what we have already done” (Cialdini, 2007, p. 57). This tendency to
behave and to appear consistent can be explained by means of three underlying motives
(Cialdini, 2007). Firstly, in most cases, we are better off when we approach the things with
consistency. We do not have to process all the relevant information of prospective, similar
situations. Instead, we need the earlier decision only to remember and behave accordingly
with it. Secondly, the principle is highly valued in our culture. Consistency is commonly
thought to be a desirable trait. Thirdly, sometimes behaving consistent might serve as a safe
hiding place from the unpleasant consequences of thinking. It might be the case that we
realize something that we do not want to realize. In order to avoid this, we are more likely to
avoid straight thinking and therefore more likely to behave consistent (Cialdini, 2007). The
consistency principle is engaged through commitment (that is, made a choice or taken a
stand). A commitment shapes our self-image, and with that self-image we behave
consistently. In other words, once we have made a commitment, we will behave consistently
with that commitment (Cialdini, 2007). However, not all commitments will cause us to
respond in ways that are consistent with it (Cialdini, 2007). The commitment should be
entered actively, openly and with a lot of effort. More important than the other three
conditions combined is the belief that the commitment comes from our inner choice. We act
in line with a commitment when we believe that we have chosen to form this commitment it in
18
the absence of strong outside pressures (Cialdini, 2007). Commitments that do not originate
from our inner choice can, though, cause our inner choice to change. The pressure of being
consistent ensures that we will generate additional reasons to justify the commitment. Hence,
some commitments remain effectively even when the commitments at first place did not
originate from our inner choice (Cialdini, 2007).
Organizations can take advantage of this principle by means of two ways. Firstly, by
letting the (potential) customers make a commitment (e.g., they need products), the
(potential) customers are more likely to act in line with this commitment (e.g., buy the
products they need). In the case, the (potential) customers belief that they made this
commitment voluntarily (e.g., they need products to achieve some personal goals), the
chance that these (potential) customers act in line with this commitment will increase. Other
ways in which organizations can enhance (potential) customers desire to act consistent with
the commitment is by letting them make the commitment actively (e.g., letting them write
down that they need products to achieve some personal goals), openly (e.g., letting them
announce that they need products to achieve some personal goals), and with a lot of effort
(e.g., letting them do a lot of effort to conclude that they need products to achieve some
personal goals). Secondly, organizations can take advantage of this principle without letting
the (potential) customers make a commitment. In this case, all that is necessary is to remind
the (potential) customers of a commitment that they have made earlier (e.g., reminding them
that they need the products to achieve some personal goals). This, in turn, would enhance
the likelihood that (potential) customers act in line with this commitment (e.g., buy the
product that they need). Commitment and consistency techniques refer, therefore, to the
different manners in which an organization let (potential) customers make a commitment
(voluntary, actively, openly and/or with a lot of effort) and/or reminds the (potential)
customers of an existing commitment that fits with the goals of the organization.
From this, it can be argued that an organization can apply such commitment and
consistency techniques in their website design. An organization can for example apply the
commitment and consistency technique in their website design by reminding (potential)
customers of their last visited products. In order to identify the extent and the different
manners in which successful online retail shops and online travel shops make use of such
commitment and consistency techniques in their website design, this study tries to answer
the following research question:
ten successful online travel shops that are used in the Netherlands make use of commitment
and consistency techniques in their website design?
19
2.4.3. Social Proof Principle
The social proof principle states that “one means we use to determine what is correct is
to find out what other people think is correct” (Cialdini, 2007, p. 116). In other words, “people
think it is appropriate for them to believe, feel, or do something to the extent that others […]
are believing, feeling or doing it” (Cialdini, 2016, p. 160). In most cases, we are better off
when we approach the things with this principle. We do not have to investigate the detailed
pros and cons of each decision. Moreover, we make in general fewer mistakes (Cialdini,
2007). According to Cialdini (2016) there are two components that drive this principle. The
first component is validity. When we receive information that multiple, comparable others
have responded in a certain way, the response seems more valid. In other words, the
response seems more morally and pragmatically right to us. The second component is
feasibility. When we perceive many others like us performing a certain behaviour, the action
comes to seem realistic and therefore more implementable (Cialdini, 2016). From the second
component, it can be inferred that this principle is more often applied when we are uncertain.
In line with this, Cialdini (2007) states that uncertainty and similarity are the two underlying
conditions that increase the chance that this principle is followed. The behaviour of similar
people gives us insight into of the correct behaviour for ourselves (Cialdini, 2007).
Organizations can take advantage of this principle (e.g., Cialdini, 2007). By providing
evidence to (potential) customers of what (similar) others are believing, feeling or doing,
organizations can create the same beliefs, feelings and behaviours among these (potential)
customers. When an organization provides, for example, evidence to (potential) customers
that similar others buy products from their organization, it is more likely that the (potential)
customers buy those products from the organization. Based on this, social proof techniques
are defined as the different manners in which an organization provides information among
the (potential) customers of what (similar) others are believing, feeling and/or doing that fits
with the goals of the organization.
An organization can apply such social proof techniques in their website design (e.g.,
Sundar et al., 2009). An organization can, for example, show reviews about a product from
other customers in their online shop. In order to identify the extent and the different manners
in which successful online retail shops and online travel shops make use of such social proof
techniques in their website design, this study tries to answer the following research question:
ten successful online travel shops that are used in the Netherlands make use of social proof
techniques in their website design?
20
2.4.4. Liking Principle
The liking principle states that “we most prefer to say yes to the requests of someone we
know and like” (Cialdini, 2007, p. 167). There are five different factors that cause us to like
another person: physical attractiveness, similarity, flattery, familiarity and association
(Cialdini, 2007). Physical attractiveness can lead to ‘halo effects’. A halo effect happens
when we automatically (without our awareness) assign positive characteristics to a person
with a dominant positive characteristic. One such dominated positive characteristic is
physical attractiveness. Therefore, we like people who are physical attractive. In addition,
“we like people who are similar to us” (Cialdini, 2007, p. 173). It does not matter of these
similarities are in clothes, opinions, life-styles, personality traits, backgrounds and so on. We
also like people from whom we receive compliments. Furthermore, we like persons who are
familiar to us. In other words, we like people with whom we have repeatedly contact. This is
especially the case, when the contact takes place under positive circumstances (like
cooperation). Another factor that is related to liking is association. There is a natural
tendency of people in that the association with either bad things or good things will influence
the liking of that particularly person. This happens even in the case when the negative
association or positive association is not related to that person (Cialdini, 2007). According to
Cialdini (2016) two of these five factors got the most attention: compliments and similarities.
“They cause people to feel that you like them, and once they come to recognize that you like
them, they’ll want to do business with you. That’s because people trust that those who like
them will try to steer them correctly” (p. 160).
Organizations can take advantage of this principle (e.g., Cialdini, 2007). By using the five
identified causes of liking in their sales pitch, salesmen can enhance their perceived
likeability among (potential) customers. This, in turn, might enhance the likelihood that
(potential) customers comply with the request of this salesman (e.g., buy the product).
Although the liking principle focuses on someone we know and like, the principle also applies
for other cues (e.g., products) (e.g., Nguyen, Choudhurry & Melewar, 2015). The identified
causes of liking can, therefore, also be used to enhance the likeability of other cues.
Research shows, for example, that an association with either bad things or good things will
influence the perceived likeability of a product (e.g., Ares & Deliza, 2010; Cialdini, 2007;
Strick, Van Baaren, Holland & Van Knippenberg, 2009). An organization can, therefore, not
only take advantage of this principle by means of applying the five causes of liking in their
sales pitch but also by applying the five causes of liking to other cues. Based on this, liking
techniques are defined as the different manners in which an organization makes use of
likeable persons and/or likeable cues through association, similarity, familiarity, flattery
and/or attractiveness.
21
Organizations can apply these techniques in their website design (e.g., Holzwarth et al.,
2006). An organization can, for example, make use of attractiveness, familiarity and
association techniques by showing attractive pictures of models using one of their offered
products. Liking techniques applied in an online shop differ, however, from visual
engagement, which is defined as the general nature and appreciation of beauty that leads to
visitors’ ongoing attention to an online shop. Visual engagement is about the overall
appearance of a website (e.g., Ellahi & Bokhari, 2013; Zhang et al., 2000; Zhang & Von
Dran, 2000; 2001). According to Díaz et al. (2016) it is about the lay-out, which is defined as
“logical structure, type and size of font” (p. 410) and visual features, i.e., “photos, images and
graphics within the context of websites” (p. 410). An organization makes use of liking
techniques when the organization wants to enhance the likeability of their offered products,
organization and/or employees. In order to identify the extent and the different manners in
which successful online retail shops and online travel shops make use of such liking
techniques in their website design, this study tries to answer the following research question:
ten successful online travel shops that are used in the Netherlands make use of the liking
2.4.5. Authority Principle

The authority principle states that there is “a deep-seated sense of duty to authority
within us all” (Cialdini, 2007, p. 213). From birth, we are trained that obedience to authority is
right and disobedience is wrong. Following the guidelines of genuine authorities is often
beneficial in that these individuals usually have a lot of knowledge, wisdom and power
(Cialdini, 2007). By using this principle, we, therefore, do not have to process all the relevant
information. Moreover, being obedient to authority contributes to the development of
sophisticated structures (e.g., trade and social control). Hence, it is advantageous for the
society (Cialdini, 2007). Because of these benefits, we often obey an authority automatically
(without thinking). We tend to obey an authority in response to symbols of the authority
instead substantive reasons (Cialdini, 2007). Research has shown that three kinds of
symbols are effective in this respect: titles, clothes and trappings (e.g., jewellery and cars).
These three symbols do not have to be present all together. The presence of one of these
symbols is sufficient to obey (Cialdini, 2007).
According to Cialdini (2007; 2016) an authority should not only be an expert but also be
reliable. In other words, an authority should be credible. Credibility is also termed believability
(Fogg, 2003; Fogg & Tseng, 1999). It is a perceived quality that is based on multiple
22
dimensions. The two major identified dimensions are trustworthiness and expertise (Fogg,
2003; Fogg & Tseng, 1999; Hovland, Janis & Kelley, as cited in Ohanian, 1990).
Trustworthiness is defined as “the degree of confidence in the communicator’s intent to
communicate the assertions he considers most valid” (Ohanian, 1990, p. 41). According to
Fogg (2003) and Fogg and Tseng (1999) trustworthiness includes the perceived morality or
goodness of the source. It is about well-intentioned, truthful and unbiased information of the
source (Fogg & Tseng, 1999). According to Cialdini (2016) it is about “attempting to depict
reality accurately rather than to serve self-interest” (p. 165). On the other hand, expertise is
defined as “the extent to which a communicator is perceived to be a source of valid
assertions” (Hovland et al., as cited in Ohanian, 1990, p. 41). According to Fogg (2003) and
Fogg and Tseng (1999) expertise includes the perceived knowledge and skills of the source.
It is about the knowledge, experience and competence of the source.
Organizations can take advantage of this principle (e.g., Cialdini, 2007). Specifically, by
means of using the three kinds of symbols in their sales pitch, salesmen can enhance their
perceived authority. This, in turn, might enhance the likelihood that (potential) customers
comply with the request of this salesman (e.g., buy the offered products) (e.g., Cialdini,
2007). Although the authority principle focuses on authority of individuals, this principle also
applies for other authoritative cues (e.g., organization) (Cialdini, 2016). Information might, for
example, also enhance the willingness of the (potential) customers to buy the offered
products from the organization. “Sometimes information becomes persuasive only because
an authority is its source” (Cialdni, 2016, p. 164). Authority techniques are, therefore, defined
as the different manners in which an organization makes use of authoritative persons and/or
authoritative cues that imply expertise and trustworthiness.
Organizations can apply such techniques in their website design (e.g., Holzwarth et al.,
2006). An organization can make use of positive media expressions, awards and so on. In
order to identify the extent and the different manners in which successful online retail shops
and online travel shops make use of such authority techniques in their website design, this
study tries to answer the following research question:
ten successful online travel shops that are used in the Netherlands make use of authority
2.4.6. Scarcity Principle

The scarcity principle states that “we want more of what we can have less of” (Cialdini,
2016, p. 167). There are several underlying reasons why we follow this scarcity principle
23
(Cialdini, 2007). Firstly, it appeals to our weakness for shortcuts (like all other principles).
Since it is often the case that things that are difficult to possess have a better quality than
those that are not difficult to possess, we can follow this principle to make a quick and correct
decision. Secondly, as opportunities become less available, we are losing our freedoms
(Cialdini, 2007). The psychological reactance theory of Brehm assumes that whenever our
freedom is threatened, the desire to preserve our established freedoms makes us want those
freedoms even more than before (as cited in Cialdini, 2007). In other words, in the case the
quantity of an opportunity declines, the desire to preserve this opportunity makes us want the
opportunity even more than before (Cialdini, 2007). Since we want this opportunity more, we
automatically assign positive qualities to this opportunity in order to justify this desire (see
also the commitment and consistency principle) (Cialdini, 2007).
Organizations can take advantage of this principle. Since the scarcity principle is more
effective under two conditions (Cialdini, 2007), organizations can make use of these two
conditions to increase the perceived scarcity among their (potential) customers. This, in turn,
increases the change that these (potential) customers buy the offered products from the
organization. The first condition is that the desire to possess an opportunity increases when
this opportunity has recently become scarce than when the opportunity has always been
scarce (Cialdini, 2007). The second condition is that the desire to possess a scarce
opportunity increases when this opportunity has become scarce through demand than when
the product has become scarce by mistake. In other words, the desire to possess a scarce
product increases as we have to compete for it (Cialdini, 2007). An organization can make
use of these conditions by telling that their offered products are almost sold out because of
the high demand for it. Based on this, scarcity techniques are defined as the different
manners in which an organization limits their supply in resources.
Organizations may take advantage of such techniques in their website design. An
organization can, for example, limit the number of available products and limit the time of a
certain action. In order to identify the extent and the different manners in which successful
online retail shops and online travel shops make use of such scarcity techniques in their
website design, this study tries to answer the following research question:
RQ6: To what extent and in which do the ten successful online retail shops and the ten
successful online travel shops that are used in the Netherlands make use of scarcity
24
2.4.7. Unity Principle
The unity principle states that the more we perceive people as part of us, the more we
are influenced by them. The principle is about shared identities (Cialdini, 2016). Cialdini
(2016) speaks of shared identities when individuals use the same categories (e.g., race,
ethnicity, nationality, political and religious affiliations) in order to define themselves and
others. This principle appears to be the same as the liking principle mentioned before. The
liking principle states that “we most prefer to say yes to the requests of someone we know
and like” (Cialdini, 2007, p. 167). One of the five identified factors that cause us to like
another person is similarity. The unity principle also assumes that we are more influenced by
people, we perceive similar to us in terms of categories. There is however one major
difference between the two principles. In the case of the liking principle, it is about liking the
person. In the case of the unity principle, it is not about liking the person; “it is about shared
identity” (Cialdini, 2016, p. 175). As long you share the same identity with a person, you can
be influenced by this person even when you do not like this person.
Organizations can take advantage of this principle (e.g., Cialdini, 2016). When a
salesman of an organization forms a shared identity with its (potential) customer, it is more
likely that this (potential) customer will buy the offered products from the organization. Since
Cialdini (2016) identifies two manners in which shared identities can be formed, an
organization can make use of these two manners in order to form a shared identity with its
(potential) customers. The first way, which Cialdini (2016) identified, is being together in the
same family. Since we are not able to determine who may or may not be part of our family,
we make us of cues to determine who part of our family is. Examples of certain cues are
geography and similarly. People who live in the same home are more likely to be family from
each other. Moreover, people who look more similar in terms of personal characteristics or
appearance are also more likely to be perceived as being part of our family (Cialdini, 2016).
The second way in which shared identities are formed is by means of acting together
commonly or synchronously (Cialdini, 2016). Based on this, unity techniques are defined as
the different manners in which an organization makes use of cues related to being part of the
same family and/or acting together.
As with the other principles, organizations may take advantage of such techniques in
their website design. They can, for example, make use of collaboration platforms in which an
organization asks (potential) customers to co-create a new improvement of an existing
product. In order to identify the extent and the different manners in which successful online
retail shops and online travel shops make use of such unity techniques in their website
design, this study tries to answer the following research question:
25
RQ7: To which manner and to what extent do the ten successful online retail shops and the
ten successful online travel shops that are used in the Netherlands make use of unity
26
3. Method
3.1. Research Design

To find out to what extent and in which manner successful online retail and travel shops
used in the Netherlands apply the seven persuasion Cialdini principles in their website
design, the website design of the online shops can be analysed or the website designers of
these online shops can be interviewed. For this first option is chosen. It is chosen to perform
a content analysis by means of a coding scheme. By means of a content analysis, the
meaning, purpose or effect of any type of the website design can be determined without
being dependent on the website designers. It might, for example, be the case that website
designers are not aware of the Cialdini principles. A content analysis enables researchers to
easily examine large volumes of data in a systematic fashion (Stemler, 2001).
3.2. Database
3.2.1. Ten successful Online Retail and Travel Shops

Based on Twinkle100 (2016) that ranked ‘the top 100 biggest online retail organizations
used in the Netherlands in 2015’ and ‘the top 30 biggest online travel organizations used in
the Netherlands in 2015’ by means of the total turnover received per organization, different
online shops are included in the current study (see Table 1).
Table 1| Ten Successful Online Retail Shops and Travel Shops

Online Retail Shops Online Travel Shops
Twinkle100 Top Ten Current Study Twinkle100 Top Ten Current Study
Top Ten Top Ten
1. Bol.com Bol.com Travix (BudgetAir, CheapTickets, Vliegwinkel
Vliegwinkel, Vayama and Fluglanden)
2. Wehkamp Wehkamp KLM KLM
3. Zalando Zalando TUI TUI
4. CoolBlue CoolBlue Sundio Group (Sunweb, Elize Was Here, Sunweb
GoGo, SurfBlend, BeachMasters, Husk,
Skistuds, Bizztravel, Skikot, Snowblend,
Écart and Odyssee)
5. Amazon Amazon Transavia Elize Was Here
6. Albert Heijn Online Albert Heijn Otravo (vliegtickets.nl, vliegtickets.be, wtc.nl, Transavia
Online schipholtickets.nl, schipholtickets.com)
7. Van Dijk Van Dijk Thomas Cook Nederland (Neckermann and Vliegtickets.nl
Vrijuit)
8. H&M H&M Corendon Neckermann
9. MediaMarkt MediaMarkt Landal Greenparks Corendon
10. Nextail (Blokker, Xenos, Intertoys Tix.nl Landal
Leen Bakker, Bart Smit, Greenparks
Cook & Co and
Intertoys
27
As Twinkle100 focuses on the total turnover of the mother holdings independent of their
underlying online shops, the number of online shops in the top ten successful online retail
shops and in the top ten successful online travel shops of Twinkle100 are in both cases more
than ten. Due to the fact that this study focuses on ten successful online retail shops and ten
successful online travel shops used in the Netherlands, the number of online shops should
be reduced. Therefore, the mother holdings identified by Twinkle100 with more than one
underlying online shop used in the Netherlands has been sent an e-mail with the question
whether they were willing to provide information about the turnover per online shop used in
the Netherlands in 2015. In the case they were not willing to answer this question, they were
asked to rank these online shops by means of the turnover in 2015 without having to provide
any further information (see Appendix 1). Except for Sundio Group, no organization provided
any information. In order to reduce the number of the identified online retail shops of
Twinkle100 nevertheless back to ten successful online retail shops, an online shop of Nextail
is randomly included: Intertoys. Bart Smit was not considered, since it was announced that
Bart Smit would be taken over by Intertoys, and, therefore, it can be inferred that Bart Smit is
a less successful online retail shop in comparison to Intertoys.
Regarding the underlying online travel shops of the travel mother holdings only
Vliegwinkel, Sunweb, Elize Was Here, Vliegtickets.nl and Neckermann are included. Sunweb
and Elize Was Here are included from the Sundio Group. According to the Sundio Group
they are ranked number one and number two respectively in the top three of their most
successful online shops used in the Netherlands in 2015. GoGo is number three. It is chosen
to include only two of these three online shops, because the total turnover of the Sundio
Group is divided among different online shops. Therefore, it is more likely that the turnover of
GoGo is lower than the turnover the mother holding ranked below Sundio Group: Transavia.
Moreover, two online travel shops of one mother holding are included instead of one, since
the website design of these online shops do not appear similar to each other. Since, the
online shops underlying to the same mother holding of Travix, Otravo and Thomas Cook
Nederland appear similar to each other, it is chosen to randomly include one such online
shop per mother holding. Specifically, the following subsidiaries are included: Vliegwinkel
(Travix), Vliegtickets.nl (Otravo) and Neckermann (Thomas Cook Nederland).
3.2.2. The Content of the Ten Successful Online Retail and Travel Shops
Since it is not possible to analyse all the different pages from the identified online shops,
it is chosen to not include all the pages of the website design. Instead, a procedure is
followed that is described in more detail in Appendix 2. In this way, the same kind of pages of
28
the different online shops are included. Following the procedure resulted in a total of 1521
pages. In Table 2, the included numbers of pages per online shop are shown.
Table 2| Number of Pages per Online Shop

Online Retail Shops Number of Pages Online Travel Shops Number of Pages
Bol.com 108 Vliegwinkel 77
Wehkamp 84 KLM 98
Zalando 73 TUI 96
CoolBlue 73 Sunweb 146
Amazon 32 Elize Was Here 48
Albert Heijn Online 85 Transavia 49
Van Dijk 33 Vliegtickets.nl 81
H&M 53 Neckermann 125
MediaMarkt 66 Corendon 63
Intertoys 51 Landal Greenparks 80
Total 658 Total 863
3.3. Procedure
To perform a content analysis, a coding scheme has been developed (see Appendix 3)
by means of a literature analysis, different analyses of the database, and analyses of some
content by different coders and (see Appendix 4 for an overview). Specifically, the first draft
was created by means of existing literature (see Appendix 5). In order to control whether this
first coding scheme was applicable for analysing the content of the online shops, a global
content analysis was conducted. This resulted in adjustments of the first coding scheme (see
Appendix 6). For the same reason, a second coder studied the obtained coding scheme and
coded the same pre-selected elements of the website design of an online shop as the
researcher by means of this second coding scheme. This resulted in a Cohen’s Kappa of
0.74 regarding the assigned principles and a Cohen’s Kappa of 0.56 regarding the assigned
codes. There was a substantial agreement and a moderate agreement for the assigned
principles and assigned codes between the coders, respectively (e.g., Lantz & Nebenzahl,
1996). The obtained insights resulted in adjustments of the coding scheme (see Appendix 7)
and the development of coding instructions (see Appendix 8).
To control whether the intercoder reliability of this third coding scheme had been
improved, the researcher and another second coder, who also has knowledge of the Cialdini
principles coded the same pre-selected elements of the website design of the online shop as
before. This resulted in a Cohen’s kappa of 0.58 regarding the assigned principles and a
Cohen’s Kappa of 0.43 regarding the assigned codes. There was moderate agreement
regarding the assigned principles and the assigned codes between the two coders (e.g.,
Lantz & Nebenzahl, 1996). This decline can be explained by the fact that this second coder
was not involved in the development of the coding scheme as the first coder was. Moreover,
the difference between a rating, review and recommendation was for the second coder not
clear. Furthermore, the second coder did not always assign a code to the pre-selected
29
elements. Based on these insights, the third coding scheme and the first coding instructions
were further modified (see Appendixes 9 and 10 respectively).
By means of the fourth obtained coding scheme, the content of the website design of
different online shops had been thoroughly analysed. During this first in-depth analysis, many
new Cialdini techniques were found that resulted in a whole new fifth coding scheme (see
Appendix 11) and adjustments of the second coding instructions (see Appendix 12). Since
this fifth coding scheme was very different from the coding schemes of which the intercoder
reliability has already been determined, it was decided to calculate the Cohen’s Kappa again.
In this way, it could be controlled whether this coding scheme was more applicable for
analysing the content of the online shops than the third coding scheme was. The same
second coder as the last time and the researcher coded the same pre-selected elements of a
different website design of an online shop as the last time. An increase of the intercoder
reliability was found. A Cohen’s kappa of 0.72 regarding the assigned principles and a
Cohen’s kappa of 0.54 regarding the assigned codes were found. There was substantial
agreement regarding the assigned principles and moderate agreement between the
assigned codes of the two coders (e.g., Lantz & Nebenzahl, 1996). Again, the coding
scheme and the instructions were modified, see Appendices 13 and 14 respectively.
With this sixth coding scheme, a second in-depth analysis of the data has been
conducted. During the first in-depth analysis, the fourth coding scheme was adjusted per
online shop. Therefore, it might be the case that the coding scheme was suitable for the last
analysed online shop but no longer for the first analysed online shop. In order to control this,
a second analysis was conducted. Moreover, during the first in-depth analysis, the structure
of the different online shops became clearer. Therefore, the procedure that determines the
included content of the online shops can be tightened (see Section 3.2.2.). As a result, that
some content of the online shop is added and/or deleted later. In order to control whether the
sixth coding scheme was also suitable for this later added content, it is also chosen to
conduct a second analysis. Based on this second analysis, the coding scheme and coding
instructions were again adjusted (see Appendices 15 and 16 respectively).
Before the final analysis should be conducted, it was chosen to let another coder, who
did not have any knowledge about the Cialdini principles, analyse pre-selected elements of
the website design of an online retail shop (7.1% of the total analysis) by means of the
seventh coding scheme. In this case, possible difficulties prior to the final analysis of the
online retail shops can be detected in front. Repetitions of the same elements in the online
retail shop were excluded from this analysis. When the online shop offered for example the
opportunity to follow the online shop on social media and this element is repeated within the
online shop, the second coder needed only to code this element once. Since the researcher
30
also coded the same elements as this second coder by means of the seventh coding
scheme, the intercoder reliability can be calculated. Specifically, a Cohen’s kappa of 0.81
regarding the assigned principles and a Cohen’s Kappa of 0.68 regarding the assigned
codes were found. There was almost perfect agreement regarding the assigned principles
and substantial agreement regarding the assigned codes between the two coders (e.g.,
Lantz & Nebenzahl, 1996). Again, the obtained insights resulted in adjustments of the coding
scheme (see Appendix 17).
With this eighth obtained coding scheme, the remaining online retail shops should be
coded for the last time. However, during this ‘final’ analysis it became clear that another
analysis was needed before the final analysis can be conducted. The reason for this was that
the procedure that determines to what extent the different online shops make use of the
Cialdini principles should be complemented (see Section 3.4.2). Nevertheless, improvements
for the eight coding scheme were found (see Appendix 18). With this adjusted coding
scheme, the online shops have been analysed twice subsequently. This resulted in the final
coding scheme consisting of 224 different techniques divided among 50 categories (see
Appendix 3). It was chosen to analyse the online shops two times in order to control for
possible mistakes and/or missed Cialdini techniques. To control whether the intercoder
reliability for the online travel shops was also sufficient, the same second coder as above,
coded the pre-selected elements of an online travel shop (5.1% of the total analysis). Again,
repetitions of the same elements in the online retail shop were excluded from this analysis.
Since the researcher also coded the same elements as this second coder by means of the
tenth coding scheme, the Cohen’s kappas can be calculated. Specifically, a Cohen’s Kappa
of 0.91 regarding the assigned principles and a Cohen’s Kappa of 0.72 regarding the
assigned codes were found. There was almost perfect agreement regarding the assigned
principles and substantial agreement regarding the assigned codes between the two coders
(e.g., Lantz & Nebenzahl, 1996).
3.4. Coding Procedure
3.4.1. Determining in Which Manner

To determine in which manner the ten successful online retail and travel shops used in
the Netherlands apply Cialdini principles in their website design, the road map that is shown
in Figure 1 is followed.
31
Yes No further attention
Start Is the element a hygiene
is given.
factor? Results the absence
of the element to a less
persuasive website?
No
No Is the element a
motivator factor?
Results the
Can the element be
No Yes presence of the
No further attention ascribed by the definition
element to a more
is given. of at least one Cialdini
persuasive
principle? (see Table 3)
website?
Yes
Assign up to one code underlying to the ascribed

Cialdini principle by means of the coding scheme
(appendix 3)
During the coding process, two questions were asked about the elements that are identified
as motivator factors. Specifically, what does the organization wants to achieve with these
elements, and how might visitors be affected by these elements? The answers on these
questions were used to determine whether an element can be ascribed to a Cialdini principle
and/or through which underlying code of a Cialdini principle the element could be assigned.
In the case, an organization makes use of elements in that the visitor has to perform a
particular activity, the activity itself is coded. When, for example, the opportunity is given to
follow the online shop by means of a newsletter, not the newsletter itself is coded but the
activity to follow the online shop by means of a newsletter is coded. Moreover, when the
website design of an online shop contains written articles, the content of these articles is
coded and not the shape of these articles. However, press releases that are derived from an
overview page of different press releases are an exception. In that case, not the content of
such press releases is coded but the shape (see Section 3.2.2 for more information).
3.4.2. Determining to What Extent

To determine to what extent the successful online retail and travel shops used in the
Netherlands applied Cialdini principles in their website design, it is not relevant to count each
time the online shop made use of the same element (i.e., to count how many times the same
code can be attributed to more elements within the website design of the online shop). Some
techniques of Cialdini principles might only persuade if a visitor makes use of the technique.
32
For example, it is not likely that the opportunity to subscribe to a newsletter persuades
(potential) customers to buy a product. It is more likely that the visitors are persuaded when
they make use of the opportunity. The same applies for techniques of Cialdini principles
whereby a favour is offered. It is less likely that visitors will be persuaded by receiving the
same favour repeatedly. Instead, it is more likely that they will be persuaded each time a
different favour is offered. Each time the code can be attributed to the same element of the
online shop is, therefore, not relevant. Counting the different manners in which an online
shop makes use of these techniques is more relevant. Hence, the different manners in which
an online shop made use of such techniques were counted.
In contrast, there are Cialdini techniques that might influence the (potential) customer by
simply showing the technique no matter whether the technique is already shown previously.
For example, showing the number of recommendations of a product at an overview page
might persuade the customer to select the product. When the number of recommendations of
this product is shown again at a product page, the (potential) customer might be persuaded
to buy the product. In this case, it is more relevant to count each time the online shop makes
use of such techniques. However, simply counting each time such Cialdini technique is used
might result in biased outcomes. The size of the online shop can affect the number of times
such technique is repeated. The same techniques might be applied more often in a bigger
online shop than in a smaller online shop. In order to prevent this, repetitions of the same
techniques were not counted at pre-defined type of pages.
A distinction is made between different types of pages. Specifically, the following page
types are identified: (1) main page, (2) category page (i.e., a page about information
regarding one or more product categories prior to an overview page), (3) sub-category page,
(4) search page, (5) overview page (i.e., a page consisting of an overview of the offered
products), (6) product page, (7) shopping bag and/or wishing list, (8) article(s) page, (9)
external review page and/or (10) other page. Sometimes the footer is identified as another
type of page. When the same Cialdini techniques have been applied at the footer of a (sub-)
category page, overview page, product page and/or one of the other pre-defined page types,
the footer is identified as a different page type of the prior defined page types. When, for
example, the year of foundation of the online shop is shown in the footer of a (sub-) category
page, overview page, product page and a search page, this element was counted as one
Cialdini technique applied in the footer. When the technique is only used in the footer of a
(sub-) category page and not in any of the other page types, the technique was treated as a
technique applied at the concerned page type. In this case, the year of foundation of the
online shop had been identified as a technique used by a (sub-) category page. When the
year of foundation was already identified as one technique used by a (sub-) category page,
33
the second time this technique is used was not counted. As is mentioned before, repetitions
at the same type of page were not included.
Sometimes the online shop makes use of pop-up windows. Cialdini techniques at such
pop-up windows were treated as a technique applied by the underlying page type. Here it
also applies that repetitions of certain techniques within the page type were not counted. An
exception is the pop-up window that appears when a selected product is put in a shopping
bag and/or wishing list. In this case, repetitions of the same Cialdini techniques were
counted. Another exception is the repetitions of the Cialdini techniques that apply to the
selected product. When the repetitions are located at different locations on the product page
and/or overview pages, they were also counted. For these exceptions are chosen, because
the elements are consistently applied among these pages. Moreover, when (1) there is
referred to a product at other pages than the overview pages, (2) the product is not a part of
a whole and/or (3) cannot be attributed to a Cialdini principle as a whole, Cialdini techniques
were only included when these techniques differ from the Cialdini techniques applied at the
overview pages. The reason for this is that they had the same role as the Cialdini techniques
applied at the overview pages.
Table 3| Cialdini Principles Defined

Principle Definition
1. Reciprocity The different manners in which the online shop offers (potential) customers a favour that
Techniques is meaningful (when the product(s) offered by the online shop is(/are) not purchased
from that organization), unexpected and/or customized without expecting something in
return.
2. Commitment and The different manners in which (potential) customers are given the opportunity to make
Consistency (voluntary, actively, openly and/or with a lot of effort) a commitment (see part 1),
Techniques consistency programs are used (see part 2), (potential) customers are reminded of an
existing commitment (see part 3) and/or suggestions based on a previous commitment
of the (potential) customers are shown (see part 4). All these activities should result in
consistent beliefs, feelings and behaviour of the (potential) customers.
3. Social proof The different manners in which information about the belief(s), feeling(s) and/or
Techniques behaviour(s) of (an)other customer(s) are provided and/or the different manners in
which (an) indication(s) of the belief(s), feeling(s) and/or behaviour(s) of (an)other
customer(s) is/are used.
4. Liking Techniques The different manners in which one or more persons with whom (potential) customers
does not necessary have to identify with (i.e., celebrities and/or attractive people) and/or
likeable cues are used in order to create positive associations with one or more
product(s) (categories) offered by the online shop.
5. Authority The different manners in which authoritative sources that are not customers (by means
Techniques of authoritative cues that imply trustworthiness, goodness and/or expertise) are used
and/or authoritative cues that imply trustworthiness, goodness and/or expertise of the
online shop are used.
6. Scarcity The different manners in which the (possible) loses of (an) advantage(s) and/or
techniques action(s) (related to gaining certain product(s)) and/or the (possible) loses of certain
product(s)) is emphasized and/or the limitedness and/or exclusiveness of (an)
advantage(s) and/or action(s) (related to gaining certain product(s)) and/or certain
product(s) is emphasized.
7. Unity Techniques The different manners in which one or more (similar) persons with whom (potential)
customer(s) might identify with (e.g., friends, family and customers with personal
information) are used and/or cues that might indicate at and/or result in unity and/or
similarity with the online shop are used.
34
4. Results
4.1. General Results

Of the 224 identified techniques, the online shops make use of 188 different Cialdini
techniques. On average, the twenty analysed online shops make use of 54.85 unique
Cialdini techniques (SD = 18.41) and of a total of 88.35 Cialdini techniques (SD = 35.09).
Unique Cialdini techniques are the different techniques of which an online shop makes use
of. Repetitions among the different page types of the same techniques within the same
online shop are not counted. When an online shop makes for example three times use of a
review among different types of pages, these repetitions are not counted. Unique Cialdini
techniques are the number of different techniques applied without counting the repetitions in
an online shop. In the total Cialdini techniques, repetitions of the same techniques per
different type of page of the online shop are, however, included (in the way that is described
in section 3.4.2).
4.1.1. Differences between the Online Shops in Applying Cialdini Principles

The online shops differ from each other in applying unique and total Cialdini techniques.
Of all different online shops TUI makes use of the most unique and total Cialdini techniques
with 84 unique Cialdini techniques and of a total of 143 Cialdini techniques, while Van Dijk
makes to the lowest extent use of unique and total Cialdini techniques with ten unique
Cialdini techniques and a total of fourteen Cialdini techniques (see Table 4).
Table 4| The Number of Techniques applied regarding the different Cialdini Principles per Online Shop
Consistency & Social
Reciprocity Liking Authority Scarcity Unity Total
Commitment Proof
Bol.com Unique 6 25 17 4 19 7 5 83
Total 7 31 22 15 27 13 9 124
Wehkamp Unique 3 16 10 6 13 8 4 60
Total 4 20 16 14 21 15 4 94
Zalando Unique 4 17 6 4 15 2 6 54
Total 9 25 10 11 25 2 10 92
Coolblue Unique 7 19 18 4 22 4 3 77
Total 7 26 29 9 40 5 4 120
Amazon Unique 3 13 6 3 5 1 4 35
Total 3 18 10 4 6 1 6 48
AH Unique 7 20 10 6 20 8 2 73
Total 12 29 13 21 31 17 4 127
Van Dijk Unique 0 2 2 2 3 1 0 10
Total 0 2 2 3 5 2 0 14
H&M Unique 2 13 3 7 10 6 3 44
Total 2 13 4 14 13 10 4 60
Mediamarkt Unique 3 17 6 4 17 7 1 55
Total 3 19 10 10 21 10 1 74
Intertoys Unique 1 16 10 2 11 5 1 46
Total 1 17 13 5 18 7 1 62
Vliegwinkel Unique 5 18 12 4 13 6 5 63
Total 5 22 22 9 39 12 9 118
35
Table 4 Continued| The Number of Techniques applied regarding the different Cialdini Principles per Online Shop
Consistency & Social
Reciprocity Liking Authority Scarcity Unity Total
Commitment Proof
KLM Unique 3 14 10 2 17 3 4 53
Total 7 27 11 3 27 3 10 88
TUI Unique 5 21 17 4 21 10 6 84
Total 5 34 27 18 34 14 11 143
Sunweb Unique 0 20 20 4 13 6 7 70
Total 0 29 33 15 23 9 11 120
EWH Unique 0 11 2 3 12 4 7 39
Total 0 14 3 5 18 4 11 55
Transavia Unique 2 9 0 2 12 1 2 28
Total 2 10 0 3 15 1 2 33
Vliegtickets Unique 3 13 17 4 13 5 2 57
Total 3 15 30 8 49 7 3 115
Necker-
Unique 3 18 15 4 13 4 5 62
mann
Total 3 29 23 11 36 6 9 117
Corendon Unique 3 14 10 3 15 4 4 53
Total 3 15 15 9 21 7 6 76
Landal Unique 0 13 8 4 18 3 5 51
Total 0 23 9 10 31 3 11 87
Total Unique 60 309 199 76 282 95 76 1097
Total 76 418 302 197 500 148 126 1767
The consistency and commitment, liking, authority, and scarcity principles are applied by
all twenty online shops. Nineteen online shops apply at least one social proof and unity
technique, and the reciprocity principle is used by sixteen online shops. Nine online retail
shops and nine online travel shops make use of the unity principle and social proof principle,
respectively. The reciprocity principle is applied by nine online retail shops and seven online
travel shops (see also Table 4).
4.1.2. Differences between Cialdini Principles

Friedman tests have been conducted to test for differences between the average
number of unique and total techniques applied and the principle used. Evidence is found that
there are significant differences in the average number of unique techniques applied
depending on the principle used (X2(6) = 57.75, p = .00) and in the average number of total
techniques applied depending on the principle used (X2(6) = 59.52, p = .00). In order to
determine which principles differ from each other, post hoc analysis with Wilcoxon signed-
rank tests have been conducted (see Appendix 19) with a Bonferroni correction applied,
resulting in a significance level set at p < .0024. Significant differences between the average
number of unique techniques applied of the liking principle versus the reciprocity (Z = -3.93, p
= .000), consistency and commitment (Z = -3.83, p = .000), social proof (Z = -3.92, p = .000),
unity (Z = -3.92, p = .000), authority (Z = -3.61, p = .000), and scarcity (Z = -3.73, p = .000)
principles are found. The same results are found regarding the average number of total
techniques applied of the liking principle versus the reciprocity (Z = -3.89, p = .000),
36
consistency and commitment (Z = -3.88, p = .000), social proof (Z = -3.92, p = .000), unity (Z
= -3.85, p = .000), authority (Z = -3.77, p = .000), and scarcity (Z = -3.92, p = .000) principles.
The average number of unique and total techniques applied is higher for the liking principle
than for the reciprocity, consistency and commitment, social proof, unity, authority, and
scarcity principles (see Table 5).
Table 5| Mean and Median regarding the different Cialdini Principles

Mean Median
Unique Total Unique Total
Reciprocity 0.19 0.24 0.19 0.19
Consistency & Commitment 0.24 0.33 0.25 0.33
Social Proof 0.20 0.31 0.20 0.27
Liking 0.48 1.23 0.50 1.19
Authority 0.29 0.52 0.27 0.50
Scarcity 0.24 0.37 0.23 0.35
Unity 0.20 0.33 0.21 0.32
Moreover, a significance difference between the average number of unique techniques

applied of the authority versus reciprocity principle (Z = -3.37, p = .001) is found. The
average number of unique techniques is higher for the authority principle than for the
reciprocity principle (see Table 5). The average number of total techniques applied differ
significantly between the authority versus reciprocity (Z = -3.68, p = .000), consistency and
commitment (Z = -3.51, p = .000), and social proof (Z = -3.51, p = .000) principles. The
average number of total techniques applied is higher for the authority principle than for the
reciprocity, consistency and commitment, and social proof principles (see also Table 5).
4.2. Results per Cialdini Principle

Below the results regarding the different Cialdini techniques used by the most successful
online retail and travel shops in the Netherlands are shown (see Appendix 20 for more
detailed information about the underlying Cialdini techniques per online shop).
4.2.1. Reciprocity Techniques

Of the sixteen identified reciprocity techniques, fifteen are at least used by one online
shop (see Table 6). With ten of the twenty online shops offering visitors the opportunity to
compare the products with each other is this technique the most applied reciprocity
technique (code 1.6c). Following is the technique of offering free entertainment and/or
information by means of the content on a website (code 1.1a) with eight online shops making
use of this technique. Another picture emerges regarding the total number of times the online
shops make use of the same reciprocity techniques. In this case, offering free entertainment
and/or information by means of the content on a website is the most used reciprocity
37
technique (X = 12), followed by offering general information about a product (category) and
offering the opportunity to compare the products with each other (see Table 6).
Table 6| Unique and Total Reciprocity Techniques applied per Type of Online Shop
Unique Total
No. Code: Retail Travel Total Retail Travel Total
Free Entertainment 5 3 8 7 5 12
1.1 a. Website
and/or Information
b. Social Channel 1 0 1 1 0 1
c. App 3 2 5 4 4 8
Product Information General Product 6 1 7 10 1 11
1.2 a.
Information
Specific Product 1 1 2 1 1 2
b.
Information
(Customized) Personal 3 1 4 6 1 7
1.3
Advice
1.4 Third-Parties a. Comparison With 2 0 2 2 0 2
b. Buying From 2 0 2 2 0 2
1.5 Contact Possibilities a. Chat 2 5 7 2 5 7
b. Call 2 0 2 2 0 2
c. App 2 3 5 3 3 6
d. Appointment 0 1 1 0 1 1
1.6 Free Product(s) a. Voucher 0 0 0 0 0 0
b. Sample 1 0 1 1 0 1
Comparison 5 5 10 5 5 10
c.
Possibility
d. Other 1 2 3 2 2 4
Total 36 24 60 48 28 76
To determine whether the different types of online shops make to the same extent use of
the unique and total techniques underlying to the different Cialdini principles, Chi-Square
Goodness-of-Fit Tests are performed (see Appendix 21). These tests found evidence that
the number of total techniques applied of the reciprocity principle is not equally distributed
among the different types of online shops (X2(1) = 5.26, p = .02). More online retail shops (N
= 48) than online travel shops (N = 28) make use of repetitions among the techniques
underlying to the reciprocity principle. When looking to the different reciprocity techniques
themselves (see Table 6 and Appendix 21), offering general information about a product
category without asking for personal information (code 1.2a) is more often totally applied by
online retail shops (N = 10) than by online travel shops (N = 1). In line with this, this
technique is more often applied by different online retail shops (N = 6) than by different online
travel shops (N = 1).
4.2.2. Consistency and Commitment Techniques

Of the 64 identified consistency and commitment techniques, 48 are at least used by
one online shop (see Table 7). Ten techniques are applied by more than half of the analysed
online shops. Specifically, all online travel shops and almost all online retail shops offer
visitors the opportunity to follow the online shop and/or action(s) by means of a newsletter
38
(code 2.5ac) and by means of social media (code 2.5aa). Showing one or more similar
product(s) (categories) offered by the online shop that the visitor may like based on their
previous search interest (code 2.12a), offering visitors the opportunity to share an element
other than (information about) one or more product(s) (categories) by means of social media
(code 2.2bb), offering visitors the opportunity to give feedback (code 2.7b) and providing a
reminder of saved product(s) (code 2.11a) are other techniques that many of the online
shops make use of. To a somewhat lesser extent but still many different online shops are
using the following techniques: (1) offering visitors the opportunity to save a product offered
by the online shop (code 2.4a), (2) offering visitors the opportunity to publish comment(s)
about other elements than product(s) (categories) (e.g., blog) (code 2.6a2b), (3) offering
visitors the opportunity to like other elements than (information about) product(s) (categories)
and/or the online shop on Facebook (e.g., blog) (code 2.1c) and (4) showing (a) similar
element(s) other than one or more similar product(s) (categories) that the visitor may like
based on their previous search interest (e.g., blogs) (code 2.12b) (see Table 7).
Table 7| Unique and Total Consistency and Commitment Techniques applied per Type of Online Shop
Unique Total
2.1 (FB) Liking a. (Information about) 0 3 3 0 3 3
Product(s)
(Categories)
b. Online Shop 1 5 6 1 5 6
c. Other Element(s) 5 6 11 7 8 15
2.2 Sharing
a. (Information about) a. E-mail 3 4 7 3 6 9
Product(s)
(Categories)
b. Social Media 2 2 4 2 2 4
c. Both 1 7 8 1 16 17
b. Other Element(s) a. E-mail 1 0 1 1 0 1
b. Social Media 6 9 15 9 15 24
c. Both 6 3 9 8 5 13
2.3 Printing/ Downloading/ a1. One Product 2 4 6 2 7 9
Ordering Information (Category)
a2. More Product(s) 3 4 7 3 5 8
(Categories)
b. Other than 4 4 8 6 10 16
Product(s)
(Categories)
2.4 Saving a. Product 8 5 13 8 5 13
b. Other than Product 1 0 1 1 0 1
2.5 Following (Stay
Informed)
a. Online Shop/Action(s) a. Social Media 8 10 18 8 11 19
b. App 5 3 8 5 3 8
c. Newsletter 9 10 19 10 17 27
b. Product(s) a. Price Alert 0 1 1 0 1 1
(Categories)
b. Stock Alert 4 1 5 5 1 6
c. Brand(s)/ Person(s) 2 0 2 2 0 2
d. Other 0 0 0 0 0 0
39
Table 7 Continued| Unique and Total Consistency and Commitment Techniques applied per Type of Online Shop
Unique Total
2.6 Publishing
a1. Product(s) a. Question(s) 1 0 1 1 0 1
(Categories)
b. Comment(s) 0 0 0 0 0 0
c. Both 0 1 1 0 2 2
a2. Other Elements a. Question(s) 0 0 0 0 0 0
than Product(s)
(categories)
b. Comment(s) 4 8 12 5 8 13
c. Both 0 0 0 0 0 0
b1. Publish Product a. Without anything 0 1 1 0 1 1
Review
b. With Recommendation 0 0 0 0 0 0
c. With Rating 4 3 7 4 4 8
d. With Recommendation 3 0 3 3 0 3
and Rating
b2. Publish an Online a. Without anything 0 0 0 0 0 0
Shop Review
b. With Recommendation 0 0 0 0 0 0
c. With Rating 1 1 2 1 1 2
d. With Recommendation 0 1 1 0 1 1
and Rating
c. Publish a a. Product (Category) 0 0 0 0 0 0
Recommendation
c. Other than Product(s) 6 2 8 7 2 9
(Categories) and/or the
Online Shop
d. Publish a Rating a. Product (Category) 0 0 0 0 0 0
(Categories) and/or the
Online Shop
2.7 Participate a. Petition 0 0 0 0 0 0
b. Feedback 6 9 15 8 15 23
c. Win Promotions 3 0 3 3 0 3
d. Membership 2 1 3 2 1 3
e. Tool 1 2 3 1 2 3
2.8 Customize a. Sign up/ Register 3 0 3 3 0 3
Suggestions
b. Customize 1 0 1 1 0 1
2.9 Other a. Full Information 0 0 0 0 0 0
b. Appointment 0 1 1 0 1 1
c. Free Sample 1 0 1 1 0 1
d. Check Store Inventory / 3 0 3 3 0 3
Make a reservation
e. Find a Store 4 1 5 4 1 5
f. Selecting/Excluding 3 7 10 9 11 20
2.10 Loyalty Programs 3 3 6 6 4 10
2.11 Reminder
a. Product(s) a. Saved 9 5 14 9 7 16
b. Recently Viewed 4 6 10 10 18 28
b. Other than a. Saved 0 0 0 0 0 0
Product(s)
b. Search Request 0 2 2 0 2 2
c. Recently Viewed 0 0 0 0 0 0
2.12 Suggestion of a. Product(s) (Categories) 9 7 16 16 8 24
Similar
b. Other than Product(s) 5 6 11 5 6 11
(Categories)
40
Table 7 Continued| Unique and Total Consistency and Commitment Techniques applied per Type of Online Shop
Unique Total
2.13 Complementary Product(s) a. Without Favourable 7 3 10 11 3 14
(Categories) Conditions
b. With Favourable 4 0 4 5 0 5
Conditions
Total 158 151 309 200 218 418
A somewhat different picture emerges regarding the number of times the online shops
make use of the same consistency and commitment techniques. In this case, reminding the
visitors of recently viewed product(s) (code 2.11ab) and offering visitors the opportunity to
follow the online shop and/or action(s) by means of a newsletter (code 2.5ac) are the
techniques that are to the greatest extent applied. The techniques whereby the online shop
offers visitors the opportunity to share an element other than (information about) one or more
product(s) (categories) by means of social media (code 2.2.bb) and show one or more similar
product(s) (categories) offered by the online shop that the visitor may like based on their
previous search interest (code 2.12a) follows.
The number of unique and total techniques underlying to the consistency and
commitment principle are equally distributed among the different types of online shops (X 2(1)
= 0.16, p = .69; X2(1) = 0.78, p = .38). The online retail shops and online travel shops differ
not in the extent they make uniquely and totally use of the consistency and commitment
principle. Nevertheless, the total number of times that visitors are given the opportunity to
share (information about) one or more product(s) (categories) by means of both e-mail and
social media (code 2.2ac) is higher for online travel shops (N = 16) than for online retail
shops (N = 1), while the total number of times that one or more product(s) (categories)
without favourable conditions in obtaining (e.g., shoelaces) related to the selected product
(e.g., shoes) is shown (code 2.13a) higher is for online retail shops (N = 11) than for online
travel shops (N = 3). In line with this, there are more online travel shops (N = 7) than online
retail shops (N = 1) and more online retail shops (N = 7) than online travel shops (N = 3) that
make use of the first and second technique, respectively (see Table 7 and Appendix 21).
Since these results are opposite, they will not cause differences between the types of online
shops regarding the consistency and commitment principle uniquely and totally applied.
4.2.3. Social Proof Techniques

Of the 49 identified social proof techniques, 42 are at least used by one online shop (see
Table 8). Three techniques are applied by more than ten online shops. Specifically, fifteen
online shops show the average rating of other customers regarding a product they offer
(code 3.3aa1) and make use of an additional element that implies that more than one
41
product (category) is popular and/or likeable (code 3.7b), and eleven online shops show the
average rating of other customers about a product (category) they offer per item (code
3.3ba). The same picture emerges regarding the total number of times the online shops
make use of the same social proof techniques. Showing the average rating of other
customers about a product offered by the online shop (code 3.3aa1) and making use of an
additional element that implies that more than one product (category) offered by the online
shop is popular and/or likeable (code 3.7b) are also the most used social proof techniques
(see Table 8).
Table 8| Unique and Total Social Proof Techniques applied per Type of Online Shop
Unique Total
3.1 Individually Written Reviews
a. Product (Category) a. Without anything 0 4 4 0 6 6
b. With 0 0 0 0 0 0
Recommendations
c. With Ratings 4 6 10 5 8 13
d. With 3 1 4 4 1 5
Recommendations and
Ratings
b. Online Shop a. Without anything 0 1 1 0 1 1
b. With 0 1 1 0 1 1
Recommendations
c. With Ratings 1 2 3 1 2 3
d. With 1 1 2 1 1 2
Recommendations and
Ratings
3.2 Summary of the a. Product (Category) 1 0 1 1 0 1
Written Reviews
3.3 Average Rating
a. In General a1. Product 7 8 15 21 25 46
a2. Product 1 2 3 1 3 4
Category/Categories
c. Other than Product 1 0 1 1 0 1
(Categories) and
Online Shop
b. Per Item a. Product (Category) 3 8 11 3 11 14
3.4 Number/Percentages
a. Reviews 0 0 0 0 0 0
b. Recommendations a. Product (Category) 2 2 4 3 2 5
(Category) and Online
Shop
c. Ratings a. Product (Category) 5 2 7 5 2 7
d. Helpful Reviews/ 5 1 6 6 1 7
Comments
e. Shares a. Product (Category) 1 3 4 1 3 4
(Categories)
f. Likes a. Product (Category) 0 2 2 0 2 2
42
Table 8 Continued| Unique and Total Social Proof Techniques applied per Type of Online Shop
Unique Total
(Categories) and
Online Shop
g. Social Media 0 1 1 0 1 1
Followers
h. Newsletter 0 0 0 0 0 0
Subscribers
i. Readers 0 1 1 0 1 1
j. Written Reactions 3 7 10 4 8 12
k. Customers 0 3 3 0 3 3
3.5 (Information about) Search and/or Buying Behaviour
of Other(s)
a. Search Behaviour a1. One Selected Product 0 1 1 0 1 1
a2. Unselected Product(s) 4 2 6 5 4 9
b. Buying Behaviour a. One Selected Product 0 5 5 0 9 9
b. Unselected Product(s) 6 0 6 6 0 6
c. Search & Buying a. One Selected Product 0 0 0 0 0 0
Combined
b. Unselected Product(s) 1 0 1 3 0 3
3.6 Other Behaviour of a. Making Use 2 2 4 3 2 5
Other(s)
b. Giving Advice 0 0 0 0 0 0
c1. Product(s) Reaction(s) 0 1 1 0 1 1
c2. Other than Product(s) 2 3 5 3 3 6
Reaction(s)
3.7 Popularity and/or a. One Product 2 6 8 2 12 14
Likeable Indications (Category)
b. More Product(s) 9 6 15 17 18 35
(Categories)
(Categories) and
Rankings
3.8 Best Reviewed a. One Product 3 1 4 6 1 7
Products (Category)
b. More Product(s) 2 3 5 2 4 6
(Categories)
Total 88 111 199 129 173 302
Regarding the extent to which the social proof principle totally is applied, Chi-Square
Goodness-of-Fit Test (see Appendix 21) found evidence that the principle is not equally
distributed among the different types of online shops (X2(1) = 6.41, p = .01). The social proof
principle is more often totally applied by online travel shops (N = 173) than by online retail
shops (N = 129). When looking to the different social proof techniques themselves (see
Table 8 and Appendix 21), the total number of times that online shops show the average
rating of a product (category) offered by the online shop per item (code 3.3ba), (information
about) the buying behaviour of (an)other customer(s) regarding one (selected) product
(category) (code 3.5ba), and the total number of times an additional element that implies that
a product (category) offered by the online shop is popular and/or likeable is shown (code
3.7a) is higher for online travel shops than for online retail shops. In line with this, there are
more online travel shops than online retail shops that make use of these techniques. The
43
opposite is however the case when (information about) the buying behaviour of (an)other
customer(s) regarding unselected product(s) (categories) is shown (code 3.5bb).
4.2.4. Liking Techniques

Of the eight identified liking techniques, seven are at least used by one online shop (see
Table 9). Four of the techniques are used by more than half of the analysed online shops.
Specifically, all online retail shops and almost all online travel shops make use of an
additional element that implies that one or more product(s) (categories) they offer can be
obtained under more favourable conditions (code 4.2aa and code 4.2ab, respectively).
However, many online shops make also use of additional elements indicating (good price-)
quality (ratio) of one or more than one product (category) they offer (code 4.2ca and code
4.2cb, respectively). The liking technique that has been applied to the greatest extent is
making use of an additional element that implies that one product (category) can be obtained
under more favourable conditions (code 4.2aa). Making use of an additional element
indicating (good price-) quality (ratio) of one product (category) (code 4.2ca) follows (see
Table 9).
Table 9| Unique and Total Liking Techniques applied per Type of Online Shop
Unique Total
4.1 People Using the a. Attractive People 3 0 3 7 0 7
Product(s)
b. Celebrities 0 0 0 0 0 0
4.2 Additional Elements Indicating
a. Favourable Conditions a. One Product 10 8 18 46 37 83
for Obtaining (Category)
b. More Product(s) 10 9 19 17 15 32
(Categories)
b. (Environmentally) a. One Product 3 1 4 8 2 10
Responsibility (Category)
(Categories)
c. (Good Price-) Quality a. One Product 6 7 13 15 20 35
(Ratio) (Category)
b. More Product(s) 7 8 15 10 16 26
(Categories)
Total 42 34 76 106 91 197
Chi-Square Goodness-of-Fit Tests show that the unique and total techniques underlying
to the liking principle are equally applied among the different types of online shops (X2(1) =
0.84, p = .36; X2(1) = 1.14, p = .29, respectively). In other words, the online retail shops and
online travel shops differ not in the extent they make uniquely and totally use of the liking
principle. In line with this (see Table 9 and Appendix 21), no big differences between the
unique and total techniques applied themselves are found.
44
4.2.5. Authority Techniques
Of the 48 identified authority techniques, 43 are at least used by one online shop (see
Table 10). Ten of the techniques are used by more than half of the analysed online shops.
Seventeen of the twenty online shops show their external partnerships with one or more well-
known, trusted parties other than associations, charities, external review partners and
sponsors (e.g., payment parties) (code 5.2a6), show one or more unique selling points (i.e.,
USP; characteristics why (an) visitor(s) should choose for this organization instead of
another) (code 5.8aa), and provide general information about the online shops (code 5.8bh).
Moreover, many online shops show their year of foundation or the number of years in which
the online shop is active (code 5.8bb), provide detailed information about one or more unique
selling points (code 5.8ab), provide general advice about one or more product(s) (categories)
they offer without using authority attributes (e.g., pictures and titles) (code 5.6bb) and make
use of press releases (code 5.9d). Furthermore, eleven online shops show the obtained
award(s) of (a) (category of) product(s) they offer (code 5.1aba), show the brand(s) of the
products they offer (code 5.2a5) and introduce (an) employee(s) of the online shop by
making use of pictures with authority information (code 5.7b). The same picture emerges
regarding the total number of times the online shops make use of the same authority
techniques. One or more unique selling points (code 5.8aa) are in total 60 times used by the
online shops. Showing external partnerships with one or more well-known, trusted parties
other than associations, charities, external review partners and sponsors (code 5.2a6) is the
technique that follows (see Table 10).
Table 10| Unique and Total Authority Techniques applied per Type of Online Shop
Unique Total
5.1 Test Results
a. Without
Explanations
a. Labels a. Product(s) 2 1 8 4 2 24
b. Online Shop 8 6 8 12 20 12
c. Employees 0 0 0 0 0 0
d. Security 0 0 1 0 0 2
b. Awards a. Product(s) 6 1 11 12 2 26
c. Employees 0 0 5 0 0 9
b. With Explanations 3 5 3 5 9 5
5.2 Collaboration a1. Associations 0 9 9 0 28 28
a2. Charities 2 3 5 2 3 5
a3. Review Partners 2 5 7 2 17 19
a4. Sponsors 0 1 1 0 1 1
a5. Brands 7 4 11 11 9 20
a6. Other External 8 9 17 11 27 38
Partners
b. Internal Partners 1 9 10 1 14 15
5.3 Evidence a. Winner(s) 1 0 1 1 0 1
b. Customer(s) 0 3 3 0 3 3
45
Table 10 Continued| Unique and Total Authority Techniques applied per Type of Online Shop
Unique Total
5.4 Media Presence 1 2 3 1 4 5
5.5 Identifiable
Independent Experts
a. Recommending a1. One Product 2 0 2 3 0 3
(Category)
a2. More Product(s) 0 0 0 0 0 0
(Categories)
b. Giving General Advice 1 0 1 1 0 1
5.6 Employee(s)/
Organization
a. Recommending a. One Product 1 2 3 1 2 3
(Categories)
b. Giving General Advice a. With Authority 3 1 4 4 1 5
Attributes
b. Without Authority 7 6 13 13 6 19
Attributes
c. Making Use 0 2 2 0 3 3
5.7 Introducing Employees a. Without Authority 2 4 6 5 4 9
Information
b. With Authority 6 5 11 7 5 12
Information
5.8 Information about the
Online Shop
a. USP a. Numeration 8 9 17 24 36 60
b. Explained 6 9 15 10 14 24
b. General Information a. Physical Stores 5 1 6 5 1 6
b. Foundation 7 9 16 7 18 25
c. CSR 4 5 9 5 5 10
d. Innovation 0 2 2 0 2 2
e. Warnings 2 0 2 2 0 2
f. Security 1 1 2 1 1 2
g. Financial Info 1 1 2 1 1 2
h. General Info 8 9 17 14 18 32
5.9 Publication(s) a. Brochure 0 0 0 0 0 0
b. Picture(s) 1 1 2 1 1 2
c. Video(s) 3 2 5 4 3 7
d. Press Release(s) 8 4 12 8 6 14
5.10 Recent Offerings
a. New a. One Product 4 2 6 8 2 10
(Category)
(Categories)
b. Soon Available a. One Product 1 0 1 1 0 1
Category
(Categories)
5.11 Verified Reviewer(s) 2 3 5 2 3 5
Total 135 147 282 207 293 500
Regarding the extent to which the total techniques underlying to the authority principle is
applied, Chi-Square Goodness-of-Fit Test found evidence that the principle is not equally
distributed among the different types of online shops (X2(1) = 14.79, p = .00). The authority
principle is more often totally applied by online travel shops (N = 293) than by online retail
shops (N = 207). When looking to the different authority techniques themselves (see Table
46
10 and Appendix 21), the total number of times that the associations(s) where the online
shop is/are member of and that represent(s) the interests of the customers is/are shown
(code 5.2a1), external review partner that collects the reviews, ratings and/or
recommendations about (a) (category of) product(s) offered by the online shop and about the
online shop itself is shown (code 5.2a3) and the external partnership(s) with one or more
well-known, trusted parties other than associations, charities, external review partners,
sponsors and safety partners is shown (code 5.2a6) are higher for online travel shops than
for online retail shops. Moreover, online travel shops show more often their internal
partnership(s) (code 5.2b) and their year of foundation and/or the number of years that the
online shop is active (code 5.8bb) than online retail shops. There are also more online travel
shops than online retail shops that make use of these techniques, especially for code 5.2b. In
contrast, the total number of times that the obtained award(s) of (a) (category of) product(s)
offered by the online shop is shown (code 5.1ba) is higher for online retail shops than for
online travel shops. In line with this, there are more online retail shops than online travel
shops that make use of this technique.
4.2.6. Scarcity Techniques

Of the twenty identified authority techniques, sixteen are at least used by one online
shop (see Table 11). Two of the techniques are used by more than half of the analysed
online shops, namely, making use of loss language in that the online shop emphasizes that
advantages and/or actions a visitor will lose and/or has lost by not performing a certain
performance (code 6.4a) and scarcity word(s) (e.g., gone=gone) that applies to more than
one product (category) (code 6.4b2). Loss language (code 6.4a) is also the most applied
scarcity technique in general.
Table 11| Unique and Total Scarcity Techniques applied per Type of Online Shop
Unique Total
6.1 Deadline/Period
a. Without Countdown a. One Product 4 2 6 7 3 10
(Category)
(Categories)
b. With Countdown a. One Product 2 1 3 4 1 5
(Category)
(Categories)
6.2 Stock Information
a1. Limited Stock – a. One Product 3 7 10 3 12 15
Without Urgency (Category)
(Categories)
a2. Limited Stock – With a. One Product 0 1 1 0 1 1
Urgency (Category)
47
Table 11 Continued| Unique and Total Scarcity Techniques applied per Type of Online Shop
Unique Total
a2. Limited Stock – With b. More Product(s) 0 0 0 0 0 0
Urgency (Categories)
b. Unavailable Stock 7 5 12 10 5 15
6.3 Exclusive
a. Product(s) a. One Product 4 2 6 10 5 15
(Category)
(Categories)
b. Edition a. One Product 0 0 0 0 0 0
(Category)
(Categories)
c. Actions a. One Product 2 1 3 4 2 6
(Category)
(Categories)
d. Advantages 5 3 8 8 4 12
6.4 Scarcity Language a. Loss Language 6 7 13 8 11 19
b1. One Product 3 2 5 5 4 9
(Category)
b2. More Product(s) 3 9 12 3 12 15
(Categories)
b3. Other than 0 0 0 0 0 0
Product(s)
Total 49 46 95 82 66 148
Chi-Square Goodness-of-Fit Tests show that the scarcity principle is uniquely and totally
equally applied among the different types of online shops (X2(1) = 0.10, p = .76; X2(1) = 1.73,
p = .19, respectively). In other words, the online retail shops and online travel shops differ not
in the extent they make uniquely and totally use of the scarcity principle. Nevertheless, the
total number of times that an additional element that implies than one product (category)
offered by the online shop is limited in stock is shown (code 6.2a1a) and scarcity word(s) that
applies to more than one product (category) offered by the online shop is shown (code
6.4b2), is higher for online travel shops than for online retail shops. There are also more
online travel shops than online retail shops that make use of these techniques (see Table 11
and Appendix 21).
4.2.7. Unity Techniques

Of the nineteen identified unity techniques, seventeen are at least used by one online
shop (see Table 12). Two of the techniques are used by more than half of the analysed
online shops, namely, offering visitors the opportunity to share an element of the website
other than (information about) one or more product(s) (categories) with others (code 7.2b)
and offering visitors the opportunity to share (information about) one or more product(s)
(categories) with others (code 7.2a). The number of total techniques used is also the highest
for these two techniques.
48
Table 12| Unique and Total Unity Techniques applied per Type of Online Shop
Unique Total
7.1 Giveaway Actions for a. Promotion Tool 0 0 0 0 0 0
Friends
b. Nominating 0 1 1 0 1 1
c. Presents 2 0 2 2 0 2
7.2 Sharing Information a. Product(s) 4 9 13 6 23 29
with Friends (Categories)
(Categories)
7.3 Collaboration a. Organization 0 1 1 0 1 1
b. Friends 0 1 1 0 1 1
7.4 Supporting Visitors 1 0 1 1 0 1
7.5 Similar Other(s)
a. Making Use 3 5 8 3 6 9
b. Recommending a. One Product 2 6 8 2 7 9
(Category)
(Categories)
c. Giving Advice a. One Product 0 1 1 0 1 1
(Category)
(Categories)
d. Search Behaviour 2 1 3 2 3 5
e. Buying Behaviour 1 2 3 1 3 4
f. Other a. One Product 0 4 4 0 7 7
(Category)
(Categories)
7.6 Terms a. Identification 1 3 4 2 4 6
b. Unity 2 2 4 3 2 5
Total 29 47 76 43 83 126
Chi-Square Goodness-of-Fit Tests show that the unity principle is uniquely and totally
unequally applied among the different types of online shops (X2(1) = 4.26, p = .04; X2(1) =
12.70, p = .00, respectively). The online retail shops and online travel shops differ in the
extent they make uniquely and totally use of the scarcity principle. When looking to the
different unity techniques themselves (see Table 12 and Appendix 21), the total number of
times that visitors are given the opportunity to share (information about) one or more
product(s) (categories) offered by the online shop with others (code 7.2a) and information
about (a) similar person(s) regarding one product (category) without that the person(s)
make(s) use, recommend(s) and/or give(s) advice about the product (category) is given (e.g.,
personal information about a person that wrote a blog), is higher for online travel shops than
for online retail shops. In line with this, there are more online travel shops than online retail
shops that make use of these techniques.
49
5. Discussion and Conclusion
5.1. General Discussion

Most successful online shops make, in general, use of the seven Cialdini principles.
Applying all the seven Cialdini principles might have contributed to the success of the online
shops. Ibrahim et al. (2015) found evidence that the intention to buy a service from an online
shop travel shop is higher when the website design contains a combination of different
persuasive factors including among others reciprocity, commitment and consistency, liking,
social proof, authority, and scarcity than when the website design does not apply these
different factors. An explanation that applying all the seven Cialdini principles will contribute
to the success of the online shops might be that different people are sensitive for different
Cialdini principles (e.g., Kaptein, Markopoulos, de Ruyter & Aarts, 2009). Some people will,
for example, more easily be persuaded by means of a scarcity principle than by a liking
principle. By applying more different Cialdini principles, it is more likely that a technique
underlying to a Cialdini principle is applied to which (potential) customers are sensitive.
However, future research should verify this.
Based on this, it can be argued that although some of the principles are not used by all
the successful online shops, this not mean that these principles are less persuasive. That
four of the twenty analysed online shops nevertheless do not make use of the reciprocity
principle can be explained in that the website designers of these online shops are less willing
to invest in this principle. A favour that is meaningful, unexpected and/or customized, costs
probably more money than applying one of the other principles. Moreover, it is not directly
clear what an online shop will earn by applying this principle. That one online shop does not
make use of the social proof principle and another online shop of the unity principle can be
explained by the fact that these online shops do not want to rely on other people, similar
people or customers, in order to be persuasive as online shops. When these people are
negative about their online shop, the online shop will be less persuasive. However, it might
also be the case that the website designers of the one online shop that does not make use of
the unity principle are not aware of this principle. It is a recently discovered principle by
Cialdini. However, this might be the case for all the applied Cialdini principles. Therefore, an
overall explanation might be that the website designers are not aware of Cialdini principles.
These explanations should be controlled in future studies.
Nevertheless, it is more likely that a customer will be persuaded by liking than by any
other principle. The liking principle is significantly more often uniquely and totally applied than
the other Cialdini principles. Since, in addition, most of the (potential) customers focus on the
50
products where the liking techniques most of the time are located, the chance is greater that
a customer will notice the liking technique, and therefore will be persuaded by it. Future
research should control for this. However, it might also be the case that the liking principle is
no longer persuasive but necessary. Research has found evidence that over the years some
motivator factors have become hygiene factors (e.g., Ibrahim et al., 2014). The authority
principle is the second most used principle by all online shops. The results show that the
authority principle is significantly more often uniquely applied than the reciprocity principle
and significantly more often totally applied than the reciprocity, consistency and commitment,
and social proof principles. Therefore, it might also be the case that some of the authority
techniques are no longer persuasive but necessary. Future studies should investigate this.
The successful online shops make, in general, use of many Cialdini techniques and of
many different techniques underlying to the seven Cialdini techniques. On average, the
twenty analysed online shops make use of 54.85 unique Cialdini techniques and of a total of
88.35 Cialdini techniques. With only ten unique techniques and a total of only fourteen
techniques used, Van Dijk is an exception. Van Dijk is the only analysed online shop that
focuses solely on school attributes for students. Therefore, it might be that Van Dijk is
recommended by different schools. Since evidence is found that positive worth-of-mouth
communication contributes to the turnover of an organization (e.g., Foster & Rosenzweig,
1995), it might be the case that this instead of the Cialdini principles have contributed to the
turnover. However, a more likely explanation is that not many Cialdini techniques are needed
to be persuasive. Cialdini (2007; 2016) shows that encountering one technique mindlessly
might be enough to be persuaded. Moreover, it is less likely that a customer will observe all
the different techniques on the website design. We live in an increasingly complex world in
which it is not always possible to analyse all the aspects we encounter (Cialdini, 2007; 2016).
And therefore, it is less likely that a customer will be persuaded by all the applied techniques.
By applying more Cialdini techniques at the website design, the chance is, however, greater
that a visitor will (unconsciously) encounter such technique. And because of this, it is more
likely that the visitor will be persuaded by it. Future research should verify this.
Since 31 of the 188 used techniques have been applied by more than half of the
analysed online shops (see Appendix 22), these techniques might be especially persuasive
and/or easily to add. Future studies should control this. Since all analysed online travel shops
offer visitors the opportunity to follow the online shop and/or action(s) by means of a
newsletter and by means of social media and all analysed online retail shops make use of an
additional element that implies that one or more product(s) (categories) can be obtained
under more favourable conditions, these techniques might, however, be no longer
persuasive but necessary for online travel shops and online retail shops, respectively. This
51
should also be investigated in future studies. In contrast, there are also techniques that are
not used by the successful online shops despite they are derived from literature. Specifically,
the techniques whereby celebrities (Cialdini, 2007; 2016) and petitions (Chu et al., 2014;
Cialdini, 2007; 2016) that are derived from literature focusing on traditional media (e.g.,
Cialdini, 2007; 2016) and from research done in an offline environment (e.g., Cialdini, 2007;
2016) respectively are not used. Since this research took place in an online environment, it
can be argued that these techniques are applicable for traditional media and/or for an offline
environment, respectively. However, future research should verify this.
Online retail shops and online travel shops differ in the extent and the way in which they
apply the seven Cialdini principles. Evidence is found that social proof, unity and authority
principles are totally more often applied and that the unity principle is uniquely more often
applied by online travel shops than by online retail shops. Since Elize Was Here made to a
much greater extent use of the unity principle in comparison to the other online shops, it
might be that this has contributed to the difference in that the unity principle is both uniquely
and totally more often applied by online travel shops than online retail shops. However, the
results section shows that, in general, the underlying techniques of the unity principle are
more often applied by different online travel shops than online retail shops and that this
difference is more than one. Therefore, another explanation is more likely. Although it is
argued above that all the principles are persuasive, it can be argued that some principles are
more persuasive for online travel shops than for online retail shops. Since online travel shops
sell services that are not tangible while online retail shops sell goods that are tangible,
(potential) customers might rely to a greater extent on the social proof, unity and authority
principle when making a deciding to buy a service. However, it might also be that the website
designers of online travel shops expect this to be the case and therefore make to a greater
extent use of these principles. Future studies should verify these explanations.
Despite most of the social proof, unity and authority techniques are more often uniquely
and totally applied by online travel shops than by online retail shops, the opposite is the case
for the social proof technique whereby (information) about the buying behaviour of (an)other
customer(s) regarding unselected product(s) (categories) (e.g., others also bought) is shown
and the authority technique whereby obtained award(s) of (a) (category of) product(s) (e.g.,
Tweakers Award) is/are shown. An explanation why these techniques deviate from the
results explained above might be that it is harder to make use of these techniques for the
website designers of online travel shops than for the designers of online retail shops, since
online travel shops sell services that are not tangible and online retail shops sell goods that
are tangible. Future studies should verify this. The same explanation might apply for the
consistency and commitment technique in which showing one or more product(s)
52
(categories) without favourable conditions in obtaining (e.g., shoelaces) related to the
selected product (e.g., shoes) more often uniquely and totally is applied by online retail
shops than by online travel shops.
The total number of reciprocity techniques applied is, however, more for online retail
shops than for online travel shops. For online travel shops it might be harder to offer a favour
that is meaningful, unexpected and/or customized without expecting something in return. In
line with this, this study has found evidence that online retail shops offer more often general
product information than online travel shops do. Since online travel shops sell services that
are not tangible and online retail shops sell goods that are tangible, offering certain
information might be a hygiene factor for online travel shops while for online retail shops
such information might be a motivator factor. Based on this, it can be reasoned that online
travel shops contains more information than online retail shops. This, in turn, can explain why
it is for online travel shops more easily to make use of the consistency and commitment
technique where visitors are given the opportunity to share (information about) one or more
product(s) (categories) by means of both e-mail and social media than for online retail shops.
Both explanations should be controlled in future studies.
Although there is no evidence found that the scarcity principle differs uniquely and totally
between online retail and online travel shops, the results section shows that the following two
scarcity techniques are uniquely and totally more often applied by online travel shops than by
online retail shops: showing an additional element that implies that one product (category)
offered by the online shop is limited in stock (e.g., only two items left) and making use of
scarcity word(s) that applies to more than one product (category) (e.g., gone = gone). These
techniques might be more persuasive for online travel shops than for online retail shops
and/or website designers of online travel shops might expect that these techniques are more
persuasive in their website design. A reason for this might be that (it is believed that) when
travel opportunities become less available this threatens our freedom more than when goods
are becoming less and less available. However future studies should verify this.
5.2. Practical Contributions and Implications

The current study is of practical relevance. The 224 identified techniques might be used
by both successful and less successful online shops used in the Netherlands to enhance the
persuasiveness of their website design (further). Applying more techniques of all different
Cialdini principles might increase the persuasiveness of a website design, as is argued in
section 5.1. The increased persuasiveness might, in turn, enhance the number of products
sold and, therewith, the total turnover. Since applying Cialdini techniques might only increase
the persuasiveness of a website design when an online shop has made use of hygiene
53
factors (i.e., informativeness, usability and visual engagement), it is for less successful online
shops recommended to make use of hygiene factors before applying Cialdini techniques. In
turn, the online shops used in the Netherlands should at least make use of the 31 techniques
(see Appendix 22). Because the 31 techniques have been applied by more than the half of
the twenty successful online shops used in the Netherlands, these techniques might be more
persuasive than the other identified techniques that have been applied by the half or less of
the analysed online shops. Moreover, it is highly recommended to focus especially on the
liking and authority principles. These principles are extensively applied by the analysed
online shops and, therefore, they might have played an important role in the success of these
online shops. Since the reciprocity principle is the least used principle of the analysed online
shops, opportunities for the analysed successful online shops are found to enhance the
persuasiveness of their online shop further, especially, for Van Dijk, Sunweb, Elize Was Here
and Landal Greenparks because they make no use of this principle. Based on the evidence
that the reciprocity principle is more often applied by successful online retail shops than
online travel shops used in the Netherlands, it can, however, be argued that less successful
online retail shops used in the Netherlands should to a greater extent focus on this principle
than online travel shops. Less successful online travel shops used in the Netherlands should,
in contrast, to a greater extent focus on the social proof, unity and authority principle. This is
because evidence is found that successful online travel shops used in the Netherlands make
to a greater extent use of these principles than the online retail shops. Nevertheless, there
are regarding the social proof principle and the unity principle opportunities for Transavia and
Van Dijk respectively, since they make no use of the social proof principle and the unity
principle, respectively.
5.3. Theoretical Contribution and Implications

This study contributes in different manners to the academic literature. Firstly, the
developed conceptual framework consisting of the different persuasive techniques underlying
to the seven Cialdini principles can be used by follow-up studies in order to determine
whether the techniques are actually persuasive in a website design (see Section 5.5).
Secondly, this study shows that some of the identified techniques derived from the PSD can
be divided among one of the seven Cialdini principles. Therefore, it can be argued that the
different underlying factors of the PSD model are persuasive in that they persuade
customers by means of Cialdini principle. The underlying factors of the PSD model can be
brought back to the seven Cialdini principles. Thirdly, there are, however, some motivator
factors found that cannot be attributed to one of these seven principles (e.g., checkout
bargains and sponsored products). Since all these techniques have in common that the
54
location persuades, there is identified an eighth principle: the location principle. The location
determines whether these items are persuasive or not. Since, for example, sponsored
products are located at a prominent place of an overview page, more attention will be paid to
these products than to the other products. Since “anything that draws focused attention to
itself can lead observers to overestimate its importance” (Cialdini, 2016, p. 32), it is more
likely that a (potential) customer will buy one of these sponsored products than the other
products. This can be explained in that something we are paying attention on is most of the
time important to us and, therefore, we might be mistakenly belief that something is important
merely because we are giving attention to it (Cialdini, 2016). Fourthly, this study has
sharpened existing definitions of the Cialdini principles in that they are valid in an online
environment, specifically, for website design. Moreover, this study has extended the study of
Ibrahim et al. (2013) by means of not only focusing on online travel shops but also on online
retail shops and not only focusing on reciprocity, consistency and commitment, social proof,
liking, scarcity and, authority but also on the recently discovered principle, the unity principle.
In addition, by identifying the underlying techniques of the Cialdini principles, this study
focuses only on motivator factors, while the study of Ibrahim et al. (2013) also identified
hygiene factors as underlying techniques of the Cialdini principles. Finally, the current study
focuses on the ten most used online retail shops and online travel shops in the Netherlands
and not on the four most used online travel shops in Australia. Therefore, the results of this
study are especially applicable in the Dutch online environment.
5.4. Limitations
Unfortunately, this study is not without limitations. Firstly, the techniques applied at the
analysed version of the website design of an online shop might differ from another version of
the website design of the same online shop that has not been analysed, since the online
shops might have made use of A/B tests. A/B testing is a method in which the behaviour of
different groups with different website designs are compared with each other in order to
determine which website design version performs the best. And because of this, it might be
the case that the techniques applied at the non-analysed versions have contributed to the
success of the online shops instead of the techniques applied at the analysed version.
However, since it is likely to assume that the online shops make use of the techniques that
performs the best, this influence will not have a huge impact on this study. Nevertheless, this
possible influence should be excluded in future studies. Secondly, since this study makes
use of different procedures in order to determine the extent in which the different principles
are applied by the different successful online shops (see Section 3.4.2.), these different
procedures might have resulted in biased outcomes. By not counting the repetitions of the
55
Cialdini techniques that only persuades when a visitor makes use of them and/or receives
them the first time, while the repetitions of the Cialdini techniques that are persuasive even
when a visitor has received them before are counted per page type as identified in section
3.4.2. the results might be biased. Future studies should control for this.
5.5. Suggestions for Future Research

Since many suggestions for future studies are already mentioned in section 5.1, not all
these suggestions are repeated. However, the most important suggestions are mentioned
below. Firstly, although the current study focuses only on motivator factors in identifying
Cialdini techniques, future research should investigate whether the identified techniques are
actually persuasive in a website design. By means of a quantitative research and/or
comparing the used techniques of the successful online shops with unsuccessful online
shops, it can be determined whether the techniques are actually persuasive in a website
design. Secondly, when the identified techniques are persuasive, future studies should be
performed in order to investigate whether these techniques are persuasive by means of the
attributed Cialdini principles. In other words, future studies should verify whether the
identified techniques are actually techniques underlying to the Cialdini principles. In this way,
it could also be determined whether the unity principle is persuasive in an online
environment, since no research is done regarding the persuasiveness of the unity principle in
an online environment. Thirdly, when this is the case, future research should determine in
which way the Cialdini principles are persuasive in an online environment.
5.6. Conclusion
It is believed that this study has provided insight to what extent and in which manner
successful online travel and retail shops used in the Netherlands apply the seven principles
identified by Cialdini (i.e., reciprocity, consistency and commitment, liking, social proof,
authority, scarcity, and unity) in their website design. The successful online shops make, in
general, use of many Cialdini techniques and of many different techniques underlying to the
seven Cialdini principles. Of the 224 identified Cialdini techniques, there are 188 different
techniques that are at least used once. Thirty-one techniques have been used by more than
the half of the analysed online shops. Although the successful online shops make, in general,
use of the seven Cialdini principles, there are online shops that make no use of all the seven
principles. Specifically, sixteen online shops make use of the reciprocity principle and
nineteen online shops the social proof and unity principle. When looking to the extent in
which the Cialdini principles are used, liking is the most used principle followed by authority.
Reciprocity is the least used principle. Furthermore, online retail shops and online travel
56
shops differ in applying Cialdini principles. Specifically, the unity principle is more often
uniquely applied and the social proof, unity and authority principles more often totally applied
by online travel shops than by online retail shops, while the opposite is the case with the
number of times that the reciprocity principle is totally applied. Generally, the successful
online shops make use of many Cialdini techniques and of many different techniques
underlying to the seven Cialdini techniques.
57
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Appendix 1| Asking for Data
Dear Sir or Madam,
On the basis of the research of Twinkle100 (http://twinkle100.nl/), I noticed that (the

concerned mother holding) ended in the top ten of the most successful online retail/travel
shops used in the Netherlands in 2015. Specifically, you ended with you company as number
(the number of the concerned mother holding in the top ten of Twinkle100). Congratulations.
For this reason, I would like to include one of the online shops (subsidiaries of the concerned
mother holding) in my research. For my master's degree at the University of Twente I
investigate:
To what extent and in which manner make the top ten most successful online retail shops
and the top ten most successful online travel shops used in the Netherlands, use of the
seven principles identified by Cialdini in their website design?
In order to answer this research question, I should analyse the ten most successful online
retail and travel shops used in the Netherlands. On the basis of the data of Twinkle100, I can
however not determine which the most successful online retail and/or travel shops are in
2015. Twinkle100 focuses on the total turnover of the mother holding and not on subsidiary
companies. Therefore, I would like to ask you whether it is possible to rank your subsidiary
companies by means of their realized turnover in 2015.
Although I can imagine that you do not want to disclose the turnover of the shops in this
ranking, I would like to ask you to mention the turnover of your brands in the ranking. In this
way, I can determine which online retail/travel shops should be in the top ten. Since the
turnover is confidential information, I would also be fine when you do not include the turnover
of your brands in this ranking. With a ranking alone, I could also continue my investigation.
Last but not least, I would like to note that since this study focuses on the most successful
online retail and travel shops used in the Netherlands. Therefore, I do not need any
information about (the online shops in other languages than Dutch).
I am looking forward to your reply.
63
With best regards,
Carina Halbesma
Beste heer/mevrouw,
Aan de hand van de onderzoeksgegevens van Twinkle100 heb ik opgemerkt dat (het
desbetreffende bedrijf) in de top tien terecht zijn gekomen van de meest succesvolle retail
en/of reis webshops die door Nederlands.
Aan de hand van de onderzoeksgegevens van Twinkle100 heb ik opgemerkt dat (het
desbetreffende bedrijf) in de top tien terecht is gekomen van de meest succesvolle retail/reis
webshops die door Nederlands worden gebruikt in 2015. Namelijk op nummer (nummer
waarop het desbetreffende bedrijf gepositioneerd is in de top tien van Twinkle100).
Gefeliciteerd daarmee!
Om deze reden zou ik graag eén van jullie webshops mee willen nemen in mijn onderzoek.
Voor mijn master aan de Universiteit Twente doe ik namelijk onderzoek naar:
In welke mate en op welke manier maken de tien meest succesvolle retail en reis webshops
gebruik van de zeven principes van Cialdini in hun website design?
Om deze onderzoeksvraag te beantwoorden zou ik dus graag de tien meest succesvolle

Nederlandse online retail shops en travel shops willen analyseren. Omdat ik aan de hand
van de gegevens van Twinkle100 niet kan nagaan welke merken (webshops) nou
daadwerkelijk het meest succesvol zijn (de meeste omzet hebben behaald) over 2015, zou ik
jullie willen vragen of jullie misschien jullie webshops op volgorde willen zetten? Dat de
webshop met de grootste omzet bovenaan staat?
Ik kan me echter voorstellen dat jullie de omzet van jullie webshops zelf niet willen
vermelden. Toch zou ik jullie wel willen vragen om de omzet toch te benoemen in de
analyse. Op deze manier kan ik namelijk op een betere manier bepalen welke webshops wel
in de top tien succesvolste webshops van 2015 terechtkomen en welke niet. Als jullie deze
informatie niet willen verstrekken, dan snap ik dit ook.
64
In ieder geval alvast bedankt voor uw antwoord!
Met vriendelijke groeten,

Carina Halbesma
65
Appendix 2| Procedure to Determine the included Pages
Since it is, however, not possible to analyse all the different pages from the online shop,
it is chosen to include not all the pages of the website. Specifically, it is chosen to focus on
the website design prior to buying. The goal of persuasion for organizations online is to
reinforce, change or shape attitudes and/or behaviours in that (potential) customers buy
products from their online shop without using coercion or deception. And therefore, it is not
relevant to analyse the website design after buying. Moreover, it is chosen to include: (1) the
main page of the online shop (when the main page changes through cookies, the main page
is included two times: with and without cookies); the referring pages at the different
navigation bars (except when these pages focuses on other targets than consumers (e.g.,
companies), when the pages are category and/or overview pages of the products offered by
the organization, and/or when the pages are offered by other brands and/or partners (e.g.,
booking.com and cartrawler)); and (3) the referring pages at the sitemap (except when these
pages focuses on other targets than consumers, when the pages are about conditions and/or
privacy policies, when the pages are category and/or overview pages of products, and/or
when the pages are offered by other brands and/or partners).
By including the pages at the manner that is described above, the current study contains
external pages (i.e., pages that refer to another URL than the internal pages but are also
offered by the online shop) that are no category and/or overview pages of the products
offered by the online shop. For this is chosen, since there is referred to at the website design
of the online shop, which is central in this study. However, since the pages are external
pages, only the first page of such external page is included. This is not the case when at the
first page of an external site there is referred to written articles. In this case, (if it is possible)
two of such written articles are randomly included. The same applies when internal pages
are included that refer to different written articles. It is chosen to focus only on two written
articles and not on all written articles, since it is not possible to analyse all the written articles.
Moreover, it is chosen to focus on two written articles and not on one, since it might be the
case that different Cialdini principles apply to the different written articles. Press releases are
however an exception to this rule. When at an overview page consisting of different press
releases, only one press release is included. This is because only the shape of such press
release is analysed and not the content, as is the case with the other articles.
Since it is not possible to analyse the whole online shop, it is chosen to focus to a limited
extent on internal pages (i.e., pages derived from the internal website). When at the
(overview page of all product categories from the) navigation bar at the main page there is
referred to an page with all the products offered by the organization on it, the first five
66
underlying pages (if it is possible) and two random included product pages derived from
these underlying pages are included. Most online shops refer however not to such page at
the (overview page of all product categories from the) navigation bar at the main page.
Instead, there is referred to a product category. In this case, two random product categories
that not focus solely on products that are in sale and/or discounted, on brands of the
products, and/or on new and/or premium products are selected. In the case, the selected
product categories give an overview of the offered products (from now on termed an
overview page) and do not provide information about the selected product category prior to
an overview page (from now on termed an category page), it is chosen to analyse the first
five underlying overview pages of the two randomly selected product categories (if it is
possible). In addition, there is chosen to include random one product page per included
product category:
The first five

Product Category Product Page
Overview Pages
The first five

Product Category Product Page
Overview Pages
When there is, however, referred to a category page or to a category and overview page
at the same time, there is chosen to randomly select two category pages. As long it is
possible to select a subcategory of the previous selected category page, two of such
subcategories are randomly included in this study. Once this is not possible (anymore), an
overview page with all the offered products of that selected (sub)category is captured.
However, in some cases, there are only overview pages of a certain underlying product
category available. In this case, two of such overview pages are randomly selected. From the
first random selected overview page underlying to a (sub)category page, the first five
underlying pages (if it is possible) and one random product page where is referred to at one
of these underlying overview pages are included. From the other included overview page of
the same (sub)category page, only the first underlying page is included. An example, of a
possible structure is given below:
The first five
Product Page
Overview Pages
Product Category Category Page
The first
Overview Page
The first five

Product Page
Overview Pages
Product Category Category Page
The first
Overview Page
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It might be still the case that there is referred to internal overview and/or category pages
about the offered products (other than brands and/or sales) at the (overview page of all
categories from the) navigation bar and/or main page. If these overview and/or category
pages differ significantly from the already included overview and/or category pages (in style,
structure, layout etc.), such pages are also included in the current study. Different Cialdini
principles might be applied at such pages. Since overview and/or category pages are already
included in this study (see above), these pages are to a lesser extent included in the current
study. The first five underlying overview pages of a random product category (if it is possible)
and the first underlying overview page of another random category are included. When there
are different subcategories underlying to the categories only one per main category is
random included. From the first random chosen category, a product page is random
included.
Nevertheless, it might be still the case that there is referred to internal overview pages
(other than pages about brands and/or sales) that differ not significantly from the already
included overview pages but that refer prior to selecting the page to a (possible) technique of
a Cialdini principle. Since this study focuses on the extent and manner in which the
successful online shops used in the Netherlands apply the seven persuasion techniques
identified by Cialdini in their website design, such internal overview pages are also included.
However, only the first underlying page of such overview page is included, since most of the
time these pages do not differ much from the already included internal overview pages. A
product page is only included if the reference to the product at the overview page indicates
that a Cialdini principle is differently applied than references of already included product
pages. The latter applies to all references at the included overview pages.
External overview and/or category pages that complement the existing online shop are
under certain conditions included in the current study. Specifically, the external overview
and/or category pages should not be derived from single functioning online shops. And the
external overview and/or category pages should be located at the (overview page of all
categories from the) navigation bar at the main page, since the online shop explicitly focuses
on these external pages. Because this study focuses, however, especially on the website
design of the online shop the external overview and/or category pages are included to a
lesser extent than the internal overview and/or category pages in this study. The first five
underlying overview pages of a random category and the first underlying overview page of
another random category are included. When there are different subcategories underlying to
the main categories only one subcategory per main category is random included. From the
first random chosen category, one product page is random included.
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Regarding pages about sales, the first underlying overview page of a ‘sales’ page is
included if there is referred to a page about ‘sales’ at the (overview page of all categories
from the) navigation bar and/or main page. Sometimes there is, however, not immediately
referred to such an overview page. In this case, the first underlying overview page of two
random categories is included. For this is chosen, since it is more likely that different Cialdini
principles are applied at different categories. Besides this, (the first underlying page of a)
page with different available brands on it plus one random selected brand are included. In
the case, the random selected brand shows different overview pages, the first underlying
overview page is included. Although, most of the time, this overview page do not differ much
from the already included overview pages, it is chosen to include the first underlying
overview page in order to control for this in that not certain techniques of Cialdini are missed.
Finally, pages that refer to (possible) techniques of the Cialdini principles are also included in
this study.
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Appendix 3| Final Coding Scheme
1. Reciprocity techniques are defined as the different manners in which the online shop offers (potential) customers a favour that is meaningful (when the
product(s) offered by the online shop is(/are) not purchased from that organization), unexpected and/or customized without expecting something in return.
Table 13| Reciprocity techniques

No. Code: Definition:
1.1 Free Entertainment and/or a. Website The online shop offers visitors entertainment and/or information by means of content on a website without
Information asking for personal information (e.g., blog, article and recipe). When information about (a) product(s) offered by the
online shop is given, code 1.2 should be added.
b. Social Channel The online shop offers visitors entertainment and/or information by means of a social channel without asking
for irrelevant personal information (e.g., Appie Today).
c. App The online shop offers visitors entertainment and/or information by means of (a) free app(s) without asking
for irrelevant personal information (e.g., free kindle app).
1.2 Product(s) Information a. General Product The online shop offers visitors general information about a product category without asking for personal
Information information (e.g., hints and advice).
Sometimes it can be b. Specific Product The online shop offers visitors specific information about a product without asking for personal information
combined with code 6.5b or Information (e.g., plus/minus points).
6.6b.
1.3 (Customized) Personal The online shop offers visitors (customized) personal advice regarding (a) product(s) (category) without
Advice asking for irrelevant personal information (e.g., size guide).
1.4 Third-Parties a. Comparison With The online shop offers visitors the opportunity to compare (a) product(s) offered by the online shop with the
same product(s) offered by third-parties.
b. Buying From The online shop offers visitors the opportunity to buy (a) product(s) not only from the online shop itself but
also from third-parties.
1.5 Contact Possibilities
a. Organization a. Chat The online shop allows visitors to contact the organization by means of chat.
b. Call The online shop allows visitors to call the customer service for free.
c. App The online shop allows visitors to app with the organization.
d. Appointment The online shop gives visitors the opportunity to make a non-binding appointment with the organization.
b. Other Customers The online shop gives visitors the opportunity to get in touch with other visitors (e.g., forum).
1.6 Free Product(s) a. Voucher The online shop offers visitors free gift vouchers without sale conditions and without asking for irrelevant
personal information.
b. Sample The online shop offers visitors one or more free products offered by the online shop for an underdetermined
time without asking for irrelevant personal information.
c. Comparison The online shop offers visitors the opportunity to compare the offered products with each other.
Products
d. Other The online shop offers visitors (a) free product(s) that is/are not sold by the online shop and that is not a
comparison opportunity without asking for irrelevant personal information.
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2. Commitment and consistency techniques refer to the different manners in which (potential) customers are given the opportunity to make (voluntary, actively,
openly and/or with a lot of effort) a commitment (see part 1), consistency programs are used (see part 2), (potential) customers are reminded of an existing
commitment (see part 3) and/or suggestions based on a previous commitment of the (potential) customers are shown (see part 4). All these activities should
result in consistent beliefs, feelings and behaviour of the (potential) customers.
Table 14| Consistency and Commitment Techniques

2.1 (FB) Liking a. (Information about) Visitors are given the opportunity to like (information about) one or more product(s) (categories)
Product(s) (Categories) offered by the online shop.
b. Online Shop Visitors are given the opportunity to like the online shop.
c. Other Element(s) Visitors are given the opportunity to like an element other than (information about) one or more
product(s) (categories) and the online shop itself.
2.2 Sharing Most of the time, code 2.2 can be combined with code 4.2.
a. (Information about) Product(s) a. E-mail Visitors are given the opportunity to share (information about) one or more product(s)
(Categories) (categories) offered by the online shop by means of an e-mail.
b. Social Media Visitors are given the opportunity to share (information about) one or more product(s)
(categories) offered by the online shop by means of social media.
c. Both Visitors are given the opportunity to share (information about) one or more product(s)
(categories) offered by the online shop by means of both e-mail and social media.
b. Other Element(s) (e.g., a. E-mail Visitors are given the opportunity to share an element other than (information about) one or more
articles, blogs and pages) product(s) (categories) offered by the online shop by means of e-mail.
b. Social Media Visitors are given the opportunity to share an element other than (information about) one or more
product(s) (categories) offered by the online shop by means of social media.
c. Both Visitors are given the opportunity to share an element other than (information about) one or more
product(s) (categories) offered by the online shop by means of both e-mail and social media.
2.3 Printing/ Downloading/ a1. One Product (Category) Visitors are given the opportunity to print, download and/or order information about a specific
Ordering Information product (category) offered by the online shop.
a2. More Product(s) Visitors are given the opportunity to print, download and/or order information about more than
(Categories) one product (category) offered by the online shop at the same time (e.g., brochure and wishing
list).
b. Other than Product(s) Visitors are given the opportunity to print, download and/or order information other than
(Categories) information about one or more product(s) (categories) offered by the online shop.
2.4 Saving This code is about saving and not about reminding on something that is saved.
a. Product Visitors are given the opportunity to save a product offered by the online shop (e.g., wishing list).
b. Other than Product Visitors are given the opportunity to save an element other than a product offered by the online
shop.
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Table 14 Continued| Consistency and Commitment Techniques
2.5 Following (Stay Informed)
a. Online Shop and/or Action(s) a. Social Media Visitors are given the opportunity to follow ((an) action(s) of) the online shop on
social media.
b. App Visitors are given the opportunity to follow ((an) action(s) of) the online shop by
means of one or more apps.
c. Newsletter Visitors are given the opportunity to follow ((an) action(s) of) the online shop by
means of a newsletter.
b. Product(s) (Categories) a. Price Alert Visitors are given the opportunity to follow price changes of one or more product(s)
(categories) offered by the online shop by means of receiving an e-mail.
In the case, the price of one or more product(s) b. Stock Alert Visitors are given the opportunity to follow the availability one or more product(s)
(categories) are available, code 2.5bb should be (categories) offered by the online shop by means of receiving an e-mail.
assigned.
c. Brand(s)/ Person(s) Visitors are given the opportunity to follow (the products of) (a) brand(s) and/or of
(a) person(s).
d. Other Visitors are given the opportunity to follow other elements of the online shop than
described above.
2.6 Publishing Previous reviews written by other customers should be checked before a code of 2.6b can be added.
a1. Publish Question(s)/Comment(s) about Product(s) a. Question(s) Visitors are given the opportunity to publish (a) question about one or more
(Categories) product(s) (categories) offered by the online shop.
Note this code differs from 2.7b. In the case, the online b. Comment(s) Visitors are given the opportunity to publish (a) comment(s), which is not a review,
shop asks for feedback 2.7b should be assigned. about one or more product(s) (categories) offered by the online shop.
c. Both Visitors are given the opportunity to publish (a) question(s) and/or comment(s),
which is not a review, about one or more product(s) (categories) offered by the
online shop.
a2. Publish Question(s)/Comment(s) about other a. Question(s) Visitors are given the opportunity to publish (a) question(s) about an element other
Elements than Product(s) (categories) than about one or more product(s) (categories) offered by the online shop.
b. Comment(s) Visitors are given the opportunity to publish (a) comment(s), which is not a review,
about an element other than about one or more product(s) (categories) offered by
the online shop.
c. Both Visitors are given the opportunity to publish (a) question(s) and/or comment(s),
which is not a review, about an element other than about one or more product(s)
(categories) offered by the online shop.
b1. Publish Product Review a. Without anything Visitors are given the opportunity to publish a positive review about a product
offered by the online shop.
b. With Visitors are given the opportunity to publish a positive review and to give a positive
Recommendation recommendation about a product (category) offered by the online shop.
c. With Rating Visitors are given the opportunity to publish a positive review and to give a positive
rating about a product (category) offered by the online shop.
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b1. Publish Product Review d. With Recommendation and Rating Visitors are given the opportunity to publish a positive review, to
give a positive recommendation and to give a positive rating about a
product (category) offered by the online shop.
b2. Publish an Online Shop Review a. Without anything Visitors are given the opportunity to publish a positive review about
the online shop.
b. With Recommendation Visitors are given the opportunity to publish a positive review and to
give a positive recommendation about the online shop.
c. With Rating Visitors are given the opportunity to publish a positive review and to
give a positive rating about the online shop.
d. With Recommendation and Rating Visitors are given the opportunity to publish a positive review, to
give a positive recommendation and to give a positive rating about
the online shop or of the online shop.
c. Publish a Recommendation a. Product (Category) Visitors are given the opportunity to recommend a product
(category) offered by the online shop.
b. Online Shop Visitors are given the opportunity to recommend the online shop.
(also about reviews) c. Other than Product(s) (Categories) Visitors are given the opportunity to recommend an element other
and/or the Online Shop (e.g., helpful than one or more product(s) (categories) offered by the online shop
review) and/or the online shop itself (e.g., helpful review).
d. Publish a Rating a. Product (Category) Visitors are given the opportunity to rate (by means of stars and/or
grade etc.) a product (category) offered by the online shop
positively.
b. Online Shop Visitors are given the opportunity to rate the online shop positively.
c. Other than Product(s) (Categories) Visitors are given the opportunity to rate an element other than one
and/or the Online Shop or more product(s) (categories) offered by the online shop and the
online shop.
2.7 Participate a. Petition Visitors are given the opportunity to participate with a petition.
The codes 2.7b and 2.7c differ from each other in that b. Feedback Visitors are given the opportunity to give feedback about the online
in code 2.7b participating in a research is central and in shop (e.g., survey and Zoover awards).
code 2.7c winning prizes.
c. Win Promotions Visitors are given the opportunity to win prizes by means of
participating with win promotions.
d. Membership Visitors are given the opportunity to become a member of a
membership other than a panel (e.g., HMClub).
e. Tool Visitors are given the opportunity to make use of a tool in order to
find the most suitable (category of) product(s) (e.g., last minute
wizard).
2.8 Customize Suggestions a. Sign up/ Register Visitors are given the opportunity to sign up and/or register in that
personal suggestions are shown.
b. Customize Visitors are given the opportunity to customize their offered
suggestions (e.g., more of this).
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2.9 Other a. Full Information Visitors are given the opportunity to contact the organization, to register
and/or to sign up in order to receive the full information.
b. Appointment Visitors are given the opportunity to make an online appointment with
the organisation.
c. Free Sample Visitors are given the opportunity to request for a free sample.
d. Check Store Inventory / Visitors are given the opportunity to check the store inventory of a
Make a reservation product offered by the online shop and/or to reserve a product offered
by the online shop.
e. Find a Store Visitors are given the opportunity to find a store nearby. This code can
sometimes be combined with 6.8ba.
f. Selecting/Excluding Visitors are given the opportunity to exclude (a) certain characteristic(s)
and/or to select (a) certain characteristic(s) that excludes other
characteristics (e.g., styles and holiday themes).
2.10 Loyalty Programs Visitors are given the opportunity to participate in loyalty programs that
promotes buying from the organization (e.g., KLM Houses).
2.11 Reminder
a. Product(s) a. Saved A reminder of the saved product(s) is/are shown.
b. Recently Viewed The recently viewed product(s) of the visitor is/are shown.
b. Other than Product(s) a. Saved A reminder of the saved element(s) other than saved product(s) is/are
shown.
b. Search Request The recently search request(s) of the visitor is/are shown.
c. Recently Viewed The recently viewed element(s) other than the recently viewed
product(s) is/are shown.
2.12 Suggestion of Similar In the case code 2.12 and 2.13 applies to the same element of the online shop, code 2.12 should be assigned. In the
case suggestions are given without using cookies, no code should be assigned.
a. Product(s) (Categories) One or more similar product(s) (categories) that the visitor may like
based on their previous search interest are shown.
b. Other than Product(s) (A) Similar element(s) other than one or more similar product(s)
(Categories) (categories) that the visitor may like based on their previous search
interest are shown.
2.13 Complementary Product(s) (Categories) a. Without Favourable One or more product(s) (categories) without favourable conditions in
In the case there are shown products with and without Conditions obtaining (e.g., shoelaces) related to the selected product (e.g. shoes)
favourable conditions, code 2.13a should be assigned. are shown.
Sometimes it can be combined with 6.6a.
b. With Favourable One or more product(s) (categories) with favourable conditions in
Conditions obtaining related to the selected product are shown.
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3. Social proof techniques are defined as the different manners in which information about the belief(s), feeling(s) and/or behaviour(s) of (an)other customer(s)
are provided and/or the different manners in which (an) indication(s) of the belief(s), feeling(s) and/or behaviour(s) of (an)other customer(s) is/are used.
Table 15| Social Proof Techniques

3.1 Individually Written Reviews This code can sometimes be combined with 6.8 if the source is intern verified.
a. Product (Category) a. Without anything An individually written reviews (without recommendations and ratings) about a
product (category) offered by the online shop is shown.
b. With Recommendations An individually written review (with recommendations and without ratings) about a
c. With Ratings An individually written review (with ratings and without recommendations) about a
d. With Recommendations and An individually written review (with recommendations and with ratings) about a
Ratings product (category) offered by the online shop is shown.
b. Online Shop a. Without anything An individually review (without recommendations and ratings) about the online
shop is shown.
b. With Recommendations An individually review (with recommendations and without ratings) about the
online shop is shown.
c. With Ratings An individually review (with ratings and without recommendations) about the
d. With Recommendations and An individually review (with recommendations and with ratings) about the online
Ratings shop is shown.
3.2 Summary of the Written Reviews a. Product (Category) A summary of all the written reviews about a product (category) offered by the
b. Online Shop A summary of all the written reviews about the online shop is shown.
3.3 Average Rating
a. In General a1. Product The average rating about a product offered by the online shop is shown.
a2. Product Category/Categories The average rating about a product category and/or categories offered by the
b. Online Shop The average rating about the online shop is shown.
c. Other than Product (Category) and The average rating about an element other than about a product (category)
Online Shop offered by the online shop and the online shop is shown.
b. Per Item a. Product (Category) The average rating of a product (category) offered by the online shop is shown
per item.
b. Online Shop The average rating about items related to the online shop is shown.
a. Written Reviews The number of written reviews is shown.
b. Recommendations a. Product (Category) The number of other customers who recommend a product (category) offered by
the online shop is shown.
b. Online Shop The number of other customers who recommend the online shop are shown.
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Table 15 Continued| Social Proof Techniques
b. Recommendations c. Other than Product The number of other customers who recommend an element other than a
(Category) and Online Shop product (category) offered by the online shop and/or the online shop is shown. It
should be noted that 3.4c should be assigned when reviews and/or comments are labelled
as helpful.
c. Ratings a. Product (Category) The number of raters per rating of a product (category) offered by the online shop
is shown.
b. Online Shop The number of raters per rating of the online shop is shown.
d. Helpful Reviews/ Comments The number of other customers who believe that a positive review and/or
comment is helpfully is shown.
e. Shares a. Product (Category) The number of shares of (information about) a product (category) offered by the
b. Other than Product The number of shares of an element other than (information about) a product
(Category) (category) offered by the online shop is shown.
f. Likes a. Product (Category) The number of likes of (information about) a product (category) offered by the
b. Online Shop The number of likes of the online shop is shown.
c. Other than Product The number of likes of an element other than (information about) a product
(Category) and Online Shop (category) offered by the online shop and/or the online shop is shown.
g. Social Media Followers The number of social media followers is shown.
h. Newsletter Subscribers The number of newsletter subscribers is shown.
i. Readers The number of times an article has been read is shown.
j. Written Reactions The number of written reactions is shown.
k. Customers The number of customers (of one or more products) is shown.
3.5 (Information about) Search and/or Buying This code is about actual behaviour of others instead of indications of behaviour (e.g., bestseller). When this Cialdini technique can
Behaviour of Other(s) only apply to one product, it should be attributed to one selected product. Sometimes this code can be combined with code 4.5.
a. Search Behaviour a1. One (Selected) Product (Information about) the search behaviour of (an)other customer(s) regarding one
(selected) product (category) offered by the online shop is shown.
a2. Unselected Product(s) (Information about) the search behaviour of (an)other customer(s) regarding one
or more unselected product(s) (categories) offered by the online shop is shown.
b. Other than Product(s) (Information about) the search behaviour of (an)other customer(s) regarding an
element other than one or more product(s) (categories) offered by the online
shop is shown.
b. Buying Behaviour a. One (Selected) Product (Information about) the buying behaviour of (an)other customer(s) regarding one
(selected) product (category) offered by the online shop is shown.
b. Unselected Product(s) (Information about) the buying behaviour of (an)other customer(s) regarding one
or more unselected product(s) (categories) offered by the online shop is shown.
c. Search & Buying Combined a. One (Selected) Product (Information about) the search and buying behaviour of (an)other customer(s)
regarding one (selected) product (category) offered by the online shop is shown.
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3.5 (Information about) Search and/or This code is about actual behaviour of others instead of indications of behaviour (e.g., bestseller). When this Cialdini technique can only
Buying Behaviour of Other(s) apply to one product, it should be attributed to one selected product. Sometimes this code can be combined with code 4.5.
c. Search & Buying Combined b. Unselected Product(s) (Information about) the search and buying behaviour of (an)other customer(s)
regarding one or more unselected product(s) (categories) offered by the online
shop is shown.
3.6 Other Behaviour of Other(s) a. Making Use (An)other customer(s) making use of (the same kind of) one or more products
that the online shop offers is/are shown. This code can sometimes be combined with
5.1.
3.6a and 3.6b can sometimes be combined b. Giving Advice (An)other customer(s) giving advice about (the same kind of) the product(s) that
with a code from 4.5. the online shop offers is/are shown.
c1. Product(s) Reaction(s) (A) Written reaction(s) about one or more product(s) (categories) of (an)other
customer(s) is/are shown.
c2. Other than Product(s) (A) Written reaction(s) other than about (a) one or more product(s) (categories) of
Reaction(s) (an)other customer(s) is/are shown.
3.7 Popularity and/or Likeable Indications a. One Product (Category) An additional element that implies that a product (category) offered by the online
shop is popular and/or likeable is shown.
b. More Product(s) (Categories) An additional element that implies that more than one product (category) offered
by the online shop is popular and/or likeable is shown.
This code can sometimes be combined c. Other than Product(s) An additional element that implies that an element other than one or more
with 4.5f. (Categories) and Rankings product(s) (categories) are popular and/or likeable is shown.
3.8 Best Reviewed Products a. One Product (Category) An additional element that shows that a product (category) offered by the online
shop is best reviewed by others is shown.
This code differs from 3.8 in that it is b. More Product(s) (Categories) An additional element that shows that more than one product (category) offered
not an indication. by the online shop is best reviewed by others is shown.
4. Unity techniques can be defined as the different manners in which one or more (similar) persons with which (potential) customer(s) might identify with (e.g.,
friends, family and customers with personal information) are used and/or cues that might indicate at and/or result in unity and/or similarity with the online shop
are used.
Table 16| Unity Techniques

4.1 Giveaway Actions for Friends a. Promotion Tool Visitors are given the opportunity to make use of (an) giveaway (action). When visitors buy (a)
product(s) from the online shop, they receive a favour that is intended for their friends.
b. Nominating Visitors are given the opportunity to nominate friends for receiving (a) product(s) offered by the online
shop.
c. Presents Visitors are given the opportunity to buy (a) product(s) for their friends.
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Table 16 Continued| Unity Techniques
4.2 Sharing Information with Friends a. Product(s) Visitors are given the opportunity to share (information about) one or more product(s) (categories)
(Categories) offered by the online shop with others (e.g., brochure).
Code 2.2 might also be ascribed to b. Other than Product(s) Visitors are given opportunity to share an element other than (information about) one or more
this element. This code differs from product(s) (categories) offered by the online shop with others.
4.3b in that it is about the behaviour,
while 4.3b is about the opportunity.
4.3 Collaboration a. Organization Visitors are given the opportunity to work together with the organization.
b. Friends Visitors are given the opportunity to work together with one or more friends (e.g., flight planner).
4.4 Supporting Visitors Visitors are supported by the online shop.
4.5 Similar Other(s) Sometimes the code can be combined with an authority code.
a. Making Use (A) Similar person(s) with which (an) visitor(s) might identify with make(s) use of one or more
product(s) (categories) offered by the online shop (e.g., vlog).
b. Recommending a. One Product (A) Similar person(s) with which (an) visitor(s) might identify recommend(s) one product (category)
(Category) offered by the online shop.
b. More Product(s) (A) Similar person(s) with which (an) visitor(s) might identify recommend(s) more than one product
(Categories) (category) offered by the online shop.
c. Giving Advice a. One Product (A) Similar person(s) with which (an) visitor(s) might identity give(s) advice about the possibilities of
(Category) one product (category) offered by the online shop.
b. More Product(s) (A) Similar person(s) with which (an) visitor(s) might identity give(s) advice about the possibilities of
(Categories) more than one product (category) offered by the online shop.
d. Search Behaviour Information about and/or (an) indication(s) of the search behaviour of (a) similar person(s) regarding
one or more product(s) (categories) offered by the online shop is/are shown. Note that this code
sometimes can be combined with 3.5a.
e. Buying Behaviour Information about and/or (an) indication(s) of the buying behaviour of (a) similar person(s) regarding
one or more product(s) (categories) offered by the online shop is/are shown. Note that this code
sometimes can be combined with 3.5b.
f. Other a. One Product Information is given about (a) similar person(s) regarding one product (category) offered by the online
(Category) shop without that the person(s) make(s) use, recommend(s) and/or give(s) advice about the product
(category). Moreover, no information about the search behaviour and/or buying behaviour of this/these
person(s) is given (e.g., family favour).
b. More Product(s) Information is given about (a) similar person(s) regarding more than one product (category) offered by
(Categories) the online shop without that the person(s) make(s) use, recommend(s) and/or give(s) advice about
these product(s) (categories). Moreover, no information about the search behaviour and/or buying
behaviour of this/these person(s) is given.
4.6 (Personal) Information/Terms a. Identification The online shop makes use of (personal) information (of other(s)) with which (a) customer(s) might
identify with.
b. Unity The online shop makes use of unity terms (e.g., family, everybody and all).
78
5. Liking techniques refer to the different manners in which one or more persons with whom (potential) customers does not necessary have to identify with
(i.e., celebrities and/or attractive people) and/or likeable cues are used in order to create positive associations with one or more product(s) (categories) offered
by the online shop.
Table 17| Liking Techniques

5.1 People Using the Product(s) a. Attractive People Attractive person(s) who make(s) use of (the same kind of) (a) product(s) offered
by the online shop is/are shown (e.g., models).
b. Celebrities (A) celebrity and/or celebrities who make(s) use of (a) product(s) offered by the
online shop is/are shown.
a. Favourable Conditions for Obtaining The current code is more about favourable conditions that indicate temporality instead of fixedness.
a. One Product (Category) An additional element that implies that one product (category) offered by the
online shop can be obtained under more favourable conditions is shown.
b. More Product(s) An additional element that implies that more than one product (category) offered
(Categories) by the online shop can be obtained under more favourable conditions is shown.
b. (Environmentally) Responsibility a. One Product (Category) An additional element that implies that a product (category) offered by the online
shop is (environmentally) responsible is shown.
(Categories) by the online shop is (environmentally) responsible is shown.
c. (Good Price-) Quality (Ratio) The labels and awards are provided by internal sources instead of external authoritative sources (as 6.1a). When however authority
attributes of these internal sources are used, code 6.5b should be assigned.
a. One Product (Category) An additional element that implies that a product category offered by the online
shop is qualitative and/or has a good price-quality ratio is shown.
(Categories) by the online shop is qualitative and/or have a good price-quality ratio is shown.
6. Authority techniques are defined as the different manners in which authoritative sources that are not customers (by means of authoritative cues that imply
trustworthiness, goodness and/or expertise) are used and/or authoritative cues that imply trustworthiness, goodness and/or expertise of the online shop are
used.
79
Table 18| Authority Techniques
6.1 Test Results Note that the difference between awards and labels is that every organization is in the possession to obtain a label (e.g., Thuiswinkel Waarborg), while
not every organization is in the possession to obtain awards (e.g., Best Webshop). The same applies for products.
a. Without Explanations
a. Labels a. Product(s) The requested label(s) of (a) (category of) product(s) offered by the online shop is/are shown.
b. Online Shop The requested label(s) of the online shop is/are shown (e.g., Thuiswinkel Waarborg).
c. Employees The requested label(s) of the employees of the online shop is/are shown.
d. Security The requested label(s) provided by safety partners is/are shown (e.g., Norton Secured).
b. Awards a. Product(s) The obtained award(s) of (a) (category of) product(s) offered by the online shop is/are shown (e.g.,
hardware.info and best tested).
b. Online Shop The obtained award(s) of the online shop is/are shown (e.g., best webshop).
c. Employees The obtained awards(s) of the employees of the online shop is/are shown (e.g. IATA qualified).
b. With Explanations Explanations about the obtained results are given.
6.2 Collaboration Code 6.2a can be attributed when only a collaboration between one or more partners is mentioned. When explanations about this collaboration are
added, code 6.2b should be assigned.
a1. Associations The association(s) where the online shop is/are member of and that represent(s) the interests of the
customers is/are shown (e.g., SGR, ANVR).
a2. Charities The charity/charities with which the online shop works together is/are shown (e.g., right 2 pay).
a3. Review Partners The external review partner that collects the reviews, ratings and/or recommendations about (a) (category of)
product(s) offered by the online shop and the online shop is shown.
a4. Sponsors The organization(s) that the online shop sponsor(s) and/or the organization(s) sponsoring the online shop
is/are shown.
a5. Brands The brand(s) of the products offered by the online shop is/are shown.
a6. Other External The external partnerships with one or more well-known, trusted parties other than associations, charities,
Partners external review partners and sponsors are shown (e.g., Airbnb, payment parties, package deliverers and I-
did). Safety labels are excluded from this code. They should be added to 6.1aad.
b. Internal Partners The internal partnership(s) of the online shop is/are shown (e.g., holdings and subsidiaries).
6.3 Evidence a. Winner(s) The winner(s) of the win promotions is/are shown.
b. Customer(s) Evidence of (an)other customer(s) making use of a product is shown (e.g., tips of another customer).
6.4 Media Presence The media source in which the online shop and/or the product(s) offered by the online shop is shown.
6.5 Identifiable Independent Note that when personal information about the source is given, code 4.5b might also be ascribed.
Experts
a. Recommending a1. One Product (An) Identifiable independent expert(s) who recommend(s) one product (category) offered by the online shop
(Category) is/are shown.
a2. More Product(s) (An) Identifiable independent expert(s) who recommend(s) more than one product (category) offered by the
(Categories) online shop at the same time is/are shown.
b. Online Shop (An) Identifiable independent expert(s) who recommend(s) the online shop is/are shown.
b. Giving General Advice (An) Identifiable independent expert(s) who give(s) general advice about one or more product(s) (categories)
This code can sometimes is/are shown.
be combined with 1.2.
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Table 18 Continued| Authority Techniques
6.6 Employee(s)/ Organization Note that when personal information about the source is given, code 4.5b might also be ascribed.
a. Recommending a. One Product ((An) authoritative employee(s) of) the online shop recommend(s) one product (category) offered
When the employees are not by the online shonp is/are shown.
authoritative, 5.2c might be added.
b. More Product(s) ((An) authoritative employee(s) of) the online shop recommend(s) more than one product
(Categories) (category) offered by the online shop.
b. Giving General Advice a. With Authority ((An) employee(s) of) the online shop give(s) general advice about one or more product(s)
Attributes (categories) by making use of authority attributes (e.g., pictures and titles).
Sometimes this code can be combined b. Without Authority ((An) employee(s) of) the online shop give(s) general advice about one or more product(s)
with 1.2. Attributes (categories) without making use of authority attributes.
c. Making Use ((An) authoritative employee(s) of) the online shop make(s) use of one product (category) offered
by the online shop.
6.7 Introducing Employees a. Without Authority (An) Employee(s) of the online shop is/are introduced by making use of pictures without authority
Information information.
This code should only be added when b. With Authority (An) Employee(s) of the online shop is/are introduced by making use of pictures with authority
6.6 can not be attributed. Information information.
6.8 Information about the Online Shop
a. USP a. Numeration One or more unique selling points (i.e., USP; characteristics why (an) visitor(s) should choose for
this organization and not for another) of the online shop are shown.
b. Explained Detailed information about one or more unique selling points is given. This code differs from 6.7bg in
that it is not general information about the online shop. It is information about the USP(‘s).
b. General Information a. Physical Stores Information about the physical stores of the online shop is given. This code can sometimes be
combined with 2.9e.
b. Foundation The year of foundation and/or the number of years that the online shop is active is/are shown.
c. CSR Information about the corporate social responsibility (i.e., CSR) of the online shop is shown. Code
6.2a2 should be attributed when information is given about a charity with which an organization works together.
d. Innovation Information about the innovation of the online shop is shown.
e. Warnings Warning(s) for fraud, spam and/or phishing is/are shown.
f. Security Security information of the online shop is shown (ssl-protection).
g. Financial Info Financial information about the performance of the online shop is shown.
h. General Info General information about the online shop like its history, offerings, culture and/or philosophy is
shown.
6.9 Publication(s) a. Brochure A brochure about the online shop itself is shown.
b. Picture(s) One or more pictures about the online shop are shown.
c. Video(s) One or more videos about the online shop are shown.
d. Press Release(s) One or more press releases about the online shop are shown.
a. New a. One Product An additional element that implies that one product (category) offered by the online shop is new is
(Category) shown.
81
a. New b. More Product(s) An additional element that implies that more than one product (category) offered by the online shop is new
(Categories) is shown.
b. Soon Available a. One Product Category An additional element that implies that one product (category) will be soon offered by the online shop is
shown.
b. More Product(s) An additional element that implies that more than one product (category) will be soon offered by the online
(Categories) shop is shown.
6.11 Verified The reviewers are verified by the online shop self (e.g., certified purchaser).
Reviewer(s)
7. Scarcity techniques are the different manners in which the (possible) loses of (an) advantage(s) and/or action(s) (related to gaining certain product(s))
and/or the (possible) loses of certain product(s) is emphasized and/or the limitedness and/or exclusiveness of (an) advantage(s) and/or action(s) (related to
gaining certain product(s)) and/or certain product(s) is emphasized.
Table 19| Scarcity Techniques

7.1 Deadline/Period
a. Without Countdown a. One Product An deadline and/or period without countdown that applies to ((an) advantage(s) and/or action(s) related to gaining)
(Category) one product (category) is shown. After this deadline and/or period, (the advantage(s) and/or action(s) related to
gaining) the product (category) is (temporarily) unavailable or only available under less favourable conditions (e.g.,
higher prices and a shorter warranty period).
b. More Product(s) An deadline and/or period without countdown that applies to ((an) advantage(s) and/or action(s) related to gaining)
(Categories) more than one product (category) at the same time is shown. After this deadline, (the advantage(s) and/or action(s)
related to gaining) the products are (temporarily) unavailable or only available under less favourable conditions.
b. With Countdown a. One Product An deadline with countdown that applies to ((an) advantage(s) and/or action(s) related to gaining) one product
(Category) (category) is shown. After this deadline, (the advantage(s) and/or action(s) related to gaining) the product is
(temporarily) unavailable or only available under less favourable conditions.
b. More Product(s) An deadline with countdown that applies to ((an) advantage(s) and/or action(s) related to gaining) more than one
(Categories) product (category) at the same time is shown. After this deadline, (the advantage(s) and/or action(s) related to
gaining) the products are (temporarily) unavailable or only available under less favourable conditions.
a1. Limited Stock – a. One Product An additional element that implies that one product (category) offered by the online shop is limited in stock is
Without Urgency (Category) shown.
b. More Product(s) An additional element that implies that more than one product (category) offered by the online shop is limited in
(Categories) stock is shown.
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Table 19 Continued| Scarcity Techniques
a2. Limited Stock – a. One Product Both an additional element that implies that one product (category) offered by the online shop is limited in stock
With Urgency (Category) and an urgency element are shown.
b. More Product(s) Both an additional element that implies that more than one product (category) offered by the online shop is
(Categories) limited in stock and an urgency element are shown.
b. Unavailable Stock An additional element that implies that a product (category) offered by the online shop is (temporary) sold out or
(temporally) unavailable online is shown.
7.3 Exclusive Note that 7.3c and 7.3d differ from each other in that 7.3c is about temporary advantages, while 7.3d is about permanent advantages. Moreover, 7.3c is about
actual actions.
a. Product(s) a. One Product An additional element that implies that one product (category) offered by the online shop is only (1) online
(Category) available, (2) available in/at their online shop and/or (3) available for certain visitors is shown.
b. More Product(s) An additional element that implies that more than one product (category) offered by the online shop is only (1)
(Categories) online available, (2) available in/at their online shop and/or (3) available for certain visitors at the same time is
shown.
b. Edition a. One Product An additional element that implies that one product (category) offered by the online shop is a limited edition is
(Category) shown.
b. More Product(s) An additional element that implies that more than one product (category) is limited edited at the same time is
(Categories) shown.
c. Actions a. One Product An additional element that implies that an action that applies to one product (category) offered by the online
(Category) shop is only (1) online available, (2) available in/at their online shop and/or (3) available for certain visitors is
shown.
b. More Product(s) An additional element that implies that an action that applies to more than one product (category) offered by the
(Categories) online shop is only (1) online available, (2) available in/at their online shop and/or (3) available for certain visitors
is shown.
d. Advantages One or more advantages offered by the online shop that are only (1) online available, (2) available in/at their
online shop and/or (3) available for certain visitors are shown.
7.4 Scarcity Language When no other scarcity code can be attributed, this code should be assigned.
a. Loss Language The online shop emphasizes which advantages and/or actions a visitor will lose and/or has lost if the visitor does
not perform a particular performance (without making use of a deadline and/or period).
b1. One Product Scarcity word(s) (e.g., “gone=gone” and “last minute”) that applies to one product (category) offered by the
(Category) online shop is/are shown.
b2. More Product(s) (An) Scarcity word(s) that applies to more than one product (category) offered by the online shop is/are shown.
(Categories)
b3. Other than (An) Scarcity word(s) that applies to elements other than one or more product(s) (categories) offered by the
Product(s) online shop is/are shown.
It should be noted that product(s) refer to both tangible (e.g., goods) and intangible product(s) (e.g., services).
83
Appendix 4| Overview of the Procedure Followed
Table 20| Overview of the Procedure Followed

Activity Reason Resulting Appendix
st
1. Analysing the literature Creating a coding scheme 1 Coding 5
supported by literature. Scheme
st nd
2. Analysing globally the content of the Control whether the 1 coding 2 Coding 6
online shops scheme was applicable for Scheme
analysing the content of the online
shops.
nd rd
3. A second coder, who has knowledge of Control whether the 2 coding 3 Coding 7
nd
the Cialdini principles, studied the 2 scheme was applicable for Scheme
st
coding scheme and coded the same analysing the content of the online 1 Coding 8
pre-selected elements of the website shops. Instructions
design as the researcher by means of
nd
the 2 coding schema.
th
4. Another second coder, who has Control whether the intercoder 4 Coding 9
rd
knowledge of the Cialdini principles, reliability actual of the 3 coding Scheme
rd nd
studied the 3 coding scheme and scheme is actually improved. 2 Coding 10
coded the same pre-selected elements Instructions
of the website design as the researcher
rd
by means of the 3 coding schema.
th
5. Analysing the content of the different 5 Coding 11
online shops in-depth by means of the Scheme
th rd
4 coding scheme. 3 Coding 12
Instructions
th th
6. The same second coder as the last Controlling whether the 5 coding 6 Coding 13
th
time, studied the 5 coding scheme and scheme was more applicable for Scheme
th
coded the same pre-selected elements analysing the content of the online 4 Coding 14
rd
of the website design as the researcher shops than the 3 coding scheme. Instructions
th
th th
7. Analysing the content of the different Controlling whether the 6 coding 7 Coding 15
online shops in-depth by means of the scheme is suitable for the first Scheme
th th
6 coding scheme. analysed online shop and whether 5 Coding 16
th
the 6 coding scheme is suitable Instructions
for the later added content.
th
8. Another second coder, who did not Detecting possible difficulties of the 8 Coding 17
th
knowledge of the Cialdini principles, 7 coding scheme prior to the final Scheme
th
studied the 7 coding scheme and analysis of the online retail shops.
coded the same pre-selected elements
of the website design as the researcher
th
th
9. Analysing the content of the different Complementing the procedure 9 Coding 18
online shops in-depth by means of the which determines to what extent Scheme
th
8 coding scheme. the different online shops makes
use of the Cialdini principles.
th
10. Analysing two times the content of the Controlling for possible mistakes 10 Coding 3
th
different online shops with the 9 coding and/or missed Cialdini techniques. Scheme
scheme.
11. The same second coder as the last Determining the inter-reliability.
time, coded the same pre-selected
elements of the website design as the
th
researcher by means of the 10 coding
schema.
84
Appendix 5| Coding Scheme 1.0
1. Reciprocity techniques are defined as the different manners in which an organization offer (potential) customers a meaningful, unexpected and customized
favour without expecting anything in return.
Table 21| Reciprocity Techniques

Code: Definition: Derived Label: Cited As: Item:
from:
Online The online shop offers an online brochure without Díaz et al. Reciprocity “Benefits offered to the users Online Brochure  “Online catalogues offered
Brochure asking for personal information. (2016) of luxury brand websites in the to the users of websites in the hope of building
hope of building a reciprocal a reciprocal relationship” (p. 411)
relationship” (p. 406)
Offline The online shop offers an offline brochure without Díaz et al. Reciprocity Online Brochure
Brochure asking for irrelevant personal information. (2016)
Free The online shop offers free news without asking Díaz et al. Reciprocity News  “Events about the organisation, its
News for personal information. (2016) products/services constituting benefits offered
to the users of luxury brand websites in the
hope of building user fidelity” (p. 411).
Gift The online shop offers gift vouchers without sale
voucher conditions.
Free tool The online shop offers an unexpected free tool Cialdini Reciprocity “We should try to repay, in Free samples
without asking for a compensation (e.g., personal (2007; kind, what another person has
information and money) while for the same tool at 2016) provided us” (Cialdini, 2007, p.
other sites a compensation will be asked. 17)
Free The online shop offers free samples for an Ibrahim et Reciprocity “Giving something or doing a Free samples
Samples underdetermined time without asking for irrelevant al. (2013; favour to a customer without
personal information. 2014) expecting anything in return”
(p. 176)
Cialdini Reciprocity Free samples
(2007;
2016)
Free The online shop provides free advice without
Advice asking for irrelevant personal information.
Free The online shop offers a free webinar without
Webinar asking for personal information.
85
Table 21 Continued| Reciprocity Techniques
Code: Definition: Derived from: Label: Cited As: Item:
Free The online shop allows visitors to ask questions Alhammad & Gulliver Social “Website adopts a role of social Embedded conversational
Chat through free chat. (2014) Role actor” (p. 266). agent
Ibrahim et al. (2013) Reciprocity Chat room
2. Commitment and consistency techniques refer to the different manners in which an organization let (potential) customers make a commitment (voluntary,
actively, openly and/or with a lot of effort) that fits with the goals of the organization or remind the (potential) customers of an existing commitment that fits also

Bring Down The online shop adjust the attractive Cialdini (2007; Consistency & “Nearly obsessive desire to be (and to Adjusting Conditions
conditions of the offered product(s) 2016) Commitment appear) consistent with what we have
during the purchase process. already done” (Cialdini, 2007, p. 57)
Insignificant The online shop asks visitors for an Alhammad & Tunneling “Guides users in the attitude change process
Permission insignificant permission followed by a Gulliver (2014) by bringing them closer to the target
significant permission. behaviour” (p. 266).
Cialdini (2007; Consistency & Insignificant question
2016) Commitment followed by significant
question
Competition A prize is offered by the online shop for Alhammad & Competition “Provides means of competing with other
the winner of a competition (e.g., sharing Gulliver (2014) customer” (p. 267).
content). Cialdini (2007; Consistency & Competition
2016) Commitment
Petition The online shop offers the opportunity to Chu et al. Similarity “Remind users of themselves in some
sign a petition. (2014) meaningful ways” (p. 485).
Cialdini (2007; Consistency & Petition
2016) Commitment
Survey The online shop offers the opportunity to Cialdini (2007; Consistency & Survey
fill in a survey. 2016) Commitment
More The online shop asks visitors to contact
information for more information.
Opinion The online shop offers the opportunity to
publish an opinion regarding (a) bought
product(s) online.
86
Opinion in The online shop offers the opportunity to
Blogs publish an opinion about a blog online.
Social The online shop offers the opportunity to be
Media followed on social media.
User The online shop has the option to show its Alhammad & Tailoring “Tailors information based on users
Groups offered products divided among different Gulliver (2014) potential interests, usage context, or other
user groups (e.g., altro and hiphop). factors relevant to a user group” (p. 266).
“Provide particular information for different Categorizing the products
Chu et al. Tailoring users groups” (p. 484) based on users’
(2014) characteristics
Search The online shop shows the recently viewed Alhammad & Self-Monitoring “Allows customers to keep track of their Review previous history
History product(s) of the visitor. Gulliver (2014) + performance or status” (p. 266)
Personalization “Offers personalised content” (p. 266)
Chu et al. Similarity +
(2014) Personalization “Provide information or services for specific ‘Recently viewed Items’
individual” (p. 484)
Suggestion The online shop suggests other products Alhammad & Personalization +
that the visitor may like based on their Gulliver (2014) Suggestion “Suggests products or services at the Recommender systems
previous search interest. opportune moment” (p. 266)
Chu et al. Personalization
(2014) + Suggestion “Present message to guide the thoughts or ‘People Who Bought This
behaviors of the users” Item Also Bought’
Price Alert The online shop offers the opportunity to Alhammad & Suggestion +
send an e-mail when certain products are Gulliver (2014) Personalization
priced low (e.g., discounts). + Reminders “Reminds the user about the target Remainder email about
Chu et al. Suggestion + behaviour during the use of the website” (p. sale event
(2014) Personalization 266).
+ Reminder “Remind user of or call user’s attention to
certain target behavior” (p. 484).
Customize The online shop offers the opportunity to Alhammad & Tunnelling
customize its offered products. Gulliver (2014)
Chu et al. Personalization
(2014)
Rewards The online shop offers a little reward when Alhammad & Rewards “Offers users some reward for performing
visitors perform a voluntary performance. Gulliver (2014) the target behaviour” (p. 266)
Chu et al. Rewards “Motivate users to register or to buy by
(2014) offering gifts or price preference” (p. 484)
Cialdini, 2007; Consistency &
2016) Commitment
87
Recognition The online shop provides public recognition for Alhammad & Recognition “Provides public recognition
visitors who perform their target behaviour. Gulliver (2014) for users who perform their
target behaviour” (p. 267)
Newsletter The online shop offers the opportunity to Díaz et al. Reciprocity
subscribe to a newsletter in order to receive (2016)
information, news and events about the Chu et al. Reminder Repeatedly display certain
organization. (2014) information.
Additional Items The online shop shows how many extra items Alhammad & Self-Monitoring +
visitors should purchase in order to receive a Gulliver (2014) Personalization
compensation (e.g., discount and extra + Tunnelling
product(s)). + Suggestion
+ Reminders
Chu et al. Personalization + How much more the user
(2014) Suggestion + should spend to get a
Reminder membership upgrade.
Sold-Out The online shop offers the opportunity to send an Alhammad & Reminders
e-mail when a sold-out product is available again. Gulliver (2014)
Chu et al. Reminder
(2014)
Automatically The online shop offers the opportunity to save the Alhammad & Self-Monitoring +
Saved Item(s) offered product(s) in a wishlist/shopping basket Gulliver (2014) Reminders
(without having an account). Chu et al. Similarity
(2014) + Reminder
Non-Automatically The online shop offers the opportunity to save the Alhammad & Self-Monitoring +
Saved Item(s) offered product(s) in a wishlist/shopping basket Gulliver (2014) Reminders
by means of an account. Chu et al. Similarity
(2014) + Reminder
Shopping Basket/ The online shop reminds visitors of the product(s) Alhammad & Self-Monitoring
Wishlist Reminder they putted in their wishlist/shopping basket Gulliver (2014) + Reminders
(without having an account) when they come Chu et al. Similarity
back. (2014) + Reminder
Delayed Purchase The online shop offers the opportunity to send a Alhammad & Self-Monitoring
incentive notification in order to remind visitors of their Gulliver (2014) + Reminders
purchase intention. Chu et al. Similarity
(2014) + Reminder
88
Tunnelling The online shop guides visitors through a predefined Chu et al. (2014) Tunnelling “Guiding the user by leading him/her through a
sections of actions when buying a product. predefined sequence of actions” (p. 485).
Sample The online shop offers free samples for a certain period Alhammad & Tunnelling Free trial
of time. Gulliver (2014) signup
3. Social proof techniques can be defined as the different manners in which an organization provides information among the (potential) customers of what
(similar) others are believing, feeling or doing that fits with the goals of the organization.

Reviews without The online shop shows reviews written by different Alhammad & Social “Allows users to observe other Customer
Personal Information visitors without their personal information. Gulliver (2014) Learning customers’ behaviour and outcomes” (p. Review Board
267).
Chu et al. (2014) Social “Persuade by showing the user what Customer
Proof other people are doing on their Web Feedback
sites” (p. 485)
Reviews with The online shop shows reviews written by different Alhammad & Social Customer
Personal Information visitors with their personal information. Gulliver (2014) Learning Review Board
Chu et al. (2014) Social Customer
Proof Feedback
Popular Product(s) The online shop provides information about the most Alhammad & Social
popular product(s) sold (e.g., blog about top ten Gulliver (2014) Learning
popular products). Chu et al. (2014) Social
Proof
Newsletter The online shop provides information about the Alhammad & Social
Subscribers amount or number of newsletter subscribers. Gulliver (2014) Learning
Chu et al. (2014) Social
Proof
Customers The online shop provides information about the Alhammad & Social
amount or number of customers. Gulliver (2014) Learning
Proof
Downloads The online shop provides information about the Alhammad & Social
amount or number of downloads. Gulliver (2014) Learning
Proof
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Code: Definition: Derived from: Label: Cited Item:
As:
Reviews The online shop provides information about the amount or number Alhammad & Gulliver Social Customer Review
of written reviews. (2014) Learning Board
Chu et al. (2014) Social Proof Customer Feedback
Social Media Followers The online shop provides information about the amount or number Alhammad & Gulliver Social
of social media followers. (2014) Learning
Chu et al. (2014) Social Proof
Ibrahim et al. (2013; Social Proof Social Media
2015)
Similar Customers The online shop provides information about the buying behaviour of Alhammad & Gulliver Social
similar customers. (2014) Learning
Similar Downloads The online shop provides information about the download behaviour Alhammad & Gulliver Social
of similar others. (2014) Learning
Similar Reviews The online shop provides reviews written by similar others. Alhammad & Gulliver Social Customer Review
(2014) Learning Board
Chu et al. (2014) Social Proof Customer Feedback
Similar Social Media The online shop provides information about similar social media Alhammad & Gulliver Social
Followers followers. (2014) Learning
Ibrahim et al. (2013; Social Proof Social Media
2015)
Products Sold The online shop provides information about the amount or number Chu et al. (2014) Social Proof The ‘Number of items
of products sold. Sold’
Reviews of User Groups The online shop has the option to show reviews that certain user Alhammad and Gulliver Tailoring
groups wrote. (2014) + Social Customer Review
learning Board
Chu et al. (2014) Tailoring
+ Social Proof Customer Feedback
Rating Organization The online shop shows the mean rating of its customers for its
organization.
Rating Product(s) The online shop shows the rating of its customers for the offered
product(s).
Mean Rating Product(s) The online shop shows the mean ratings of its customers for the
offered product(s).
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Social The online shop makes it possible to watch the Alhammad & Social
Facilitation behaviour of other visitors at the same time. Gulliver (2014) Learning
+ Social “Allows users to discern other users performing What others watch
facilitation the same behaviour along with them” (p. 267) and buy right now.
4. Liking techniques can be defined as the different manners in which an organization makes use likeable persons and/or likeable cues through association,
familiarity, flattery or attractiveness.

Recommended The online shop offers visitors the Alhammad & Normative “Provides means for gathering together customers who
by Friends opportunity to recommend the offered Gulliver influence share the same goal or leverage, normative influence or
product(s) or organization to others. (2014) + Third-Party peer pressure to increase the likelihood that a person
Endorsements will adopt target behaviour” (p. 267).
“Provides endorsements from respected sources” (p.
266).
Cialdini (2007; Liking “We most prefer to say yes to the requests of someone Tupperware
2016) we know and like” (Cialdini, 2007, p. 167). Parties
Giveaway Action The online shop makes use of Alhammad & Normative
Friends giveaway actions (when visitors buy a Gulliver influence
certain product(s)) that the receivers (2014) + Rewards
can give to their friends. + Cooperation “Allows customers to cooperate” (p. 267).
Chu et al. Rewards
(2014)
Attractive People The online shop shows pictures of Cialdini (2007; Liking Physical
attractive people. 2016) Attractiveness
Celebrities The online shop shows pictures of Cialdini (2007; Liking Celebrities
celebrities that are using the offered 2016)
product(s).
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Table 24 Continued| Liking Techniques
Recommended by The online shop makes use of Alhammad & Third-Party
Celebrities celebrities who recommend the Gulliver (2014) Endorsements
offered product(s). Chu et al. Third-Party “Solicit recommendation or testimonial from an
(2014) Endorsements entity other than the manufacturer and seller of
a product” (p. 485).
Cialdini (2007; Liking Celebrities
2016)
Good Choice The online shop confirms that the Alhammad & Social Role “Uses words, images, or sounds to give the
visitor has made a good choice when Gulliver (2014) Praise user positive feedback” (p. 266)
selecting its product(s). Cialdini (2007; Liking Flattery
2016)
Feedback The online shop thanks visitors for Alhammad & Social Role
providing reactions. Gulliver (2014) + Praise
Cialdini (2007; Liking Flattery
2016)
Sending Newsletter The online shop sends several Chu et al. Reminder Repeatedly display
newsletters in a year. (2014) certain information
Cialdini (2007; Liking
2016)
Dìaz et al. Reciprocity Familiarity
(2016)
Logo The online shop repeats its logo on Chu et al. Reminder Repeatedly display
different pages. (2014) certain information
Cialdini (2007; Liking Familiarity
2016)
Sale Terms The online shop makes use of terms Cialdini (2007; Liking Sales
as ‘sales’ and ‘bargain sale’. 2016)
5. Authority techniques are defined as the different manners in which an organization makes use of trustable and/or experienced persons and/or cues.
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Experts The online shop shows pictures of experts that are using Alhammad & Authority “Website refers to organisation or Experts
the offered product(s). Gulliver (2014) people in the role of authority” (p.
266)
Cialdini (2007; Authority “A deep-seated sense of duty to
2016) authority within us all” (Cialdini,
2007, p. 213).
Recommended by The online shop makes use of experts who recommend Alhammad & Third-Party
Experts the offered product(s). Gulliver (2014) Endorsements
+ Authority Experts
Chu et al. Third-Party
(2014) Endorsements
Authority Attributes The online shop applies authority attributes (e.g., Cialdini (2007; Authority Titles, clothes
clothes, accessories and cars) in its pictures. 2016) and trappings.
Unique Selling The online shop provides information about its unique Alhammad & Expertise “Offers information showing
Point selling points (i.e., characteristics that differentiates the Gulliver (2014) knowledge, experience, and
offered product(s) from its competitors). competence” (p. 266).
News The online shop offers news related to its expertise. Alhammad & Expertise
Gulliver (2014)
Webinar The online shop offers a webinar related to its expertise. Alhammad & Expertise
Gulliver (2014)
Chu et al. Real-World Feel “Increase the site’s credibility by
(2014) showing the people or
organization behind the site” (p.
485).
Awards The online shop is in the possession of awards (e.g., Alhammad & Third-Party
Webshops Awards Nederland and Nationale Thuiswinkel Gulliver (2014) Endorsements
Awards). Chu et al. Third-Party Seals
(2014) Endorsements
Labels The online shop is in the possession of labels that are Alhammad & Third-Party
provided by independent parties (e.g., online store Gulliver (2014) Endorsements
labels) Chu et al. Third-Party Seals
(2014) Endorsements
Partners The online shop contains content about partnerships Chu et al. Trustworthiness
with well-known, trusted parties (e.g., payment parties (2014)
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and package deliverers).
Test results The online shop provides information about test results Alhammad & Third-Party
of its offered product(s) obtained by independent parties Gulliver (2014) Endorsements
(e.g., Tweakers and Consumentenbond). Chu et al. Third-Party
(2014) Endorsements
Media The online shop provides information about its presence Alhammad & Third-Party “Provides information about
in the media (e.g., interviews). Gulliver (2014) Endorsements organisation providing the
+ Real-World Feel services” (p. 266).
Chu et al. Third-Party
(2014) Endorsements
Real-World Feel
Sponsorship The online shop shows the organizations they sponsor. Alhammad & Real-World Feel
Gulliver (2014)
Chu et al. Trustworthiness “Capture the perceived goodness
(2014) or morality of the vendor or Web
site” (p. 485).
Corporate Social The online shop provides information about its corporate Alhammad & Real-World Feel
Responsibility social responsibility. Gulliver (2014)
Chu et al. Real-World Feel
(2014) +Trustworthiness
Organizational The online shop gives information about its mission, Alhammad & Real-World Feel
Information vision and/or philosophy. Gulliver (2014)
(2014) +Trustworthiness
Pictures of The online shop provides pictures of its employees. Alhammad & Real-World Feel
Employees Gulliver (2014)
(2014)
6. Scarcity techniques can be defined as the different manners in which an organization limits its supply in resources and/or creates a feeling of scarcity.
94
Deadline The online shop provides a deadline. After this deadline, the product(s) are Chu et al. Scarcity “Create shopper urgency” Expiration
(temporarily) unavailable or only available under less favourable conditions (e.g., (2014) (p. 485) date
higher prices and a shorter warranty period). Cialdini (2007; Scarcity “We want more of what we Deadlines
2016); can have less of” (Cialdini,
2016, p. 167)
Ibrahim et al. Scarcity Limited time
(2013; 2014; only
2015)
Countdown The online shop shows how many hours and minutes the visitor has left to buy Chu et al. Scarcity Expiration
clock certain products before these products are (temporarily) unavailable or only available (2014) date
under less favourable conditions (e.g., higher prices and a shorter warranty period). Cialdini (2007; Scarcity Deadlines
2016);
Ibrahim et al. Scarcity Limited time
(2013; 2014; only
2015)
Expectation The online shop provides information about when it is expected that certain products Chu et al. Scarcity Limited
are sold out. (2014) quantities
Cialdini (2007; Scarcity Limited
2016) numbers
Ibrahim et al. Scarcity Limited
(2013; 2014) stock only
Stock The online shop provides information about the (un)available stock (e.g., “limited in Chu et al. Scarcity Limited
availability stock”). (2014) quantities
Cialdini (2007; Scarcity Limited
2016) numbers
(2013; 2014) stock only
Colours The online shop applies colour in its information regarding stock availability (red Chu et al. Scarcity Limited
when there is a limited stock, orange when you have to be aware of a limited stock in (2014) quantities
the near future etc.). Cialdini (2007; Scarcity Limited
2016) numbers
(2013; 2014) stock only
Scarce The online shop makes use of scarce information (e.g., free blogs and additional Chu et al. Scarcity
information scarce information for newsletter subscribers). (2014)
Cialdini (2007; Scarcity
2016)
Ibrahim et al.
(2013; 2014) Scarcity
95
Label: Cited Item:
Code: Definition: Derived from:
As:
Sold out The online shop shows the product(s) that are sold out. Chu et al. (2014) Scarcity Limited
Cialdini (2007; quantities
2016) Scarcity Limited
Ibrahim et al. numbers
(2013; 2014) Scarcity Limited
stock only
Set limit The online shop sets a limit to the amount of product(s) and/or actions (e.g., discounts) that Alhammad & Competition
they offer in a certain period. Gulliver (2014)
Chu et al. (2014) Scarcity Limited
stock only
Exclusivity The online shop offers (an) exclusive product(s) or actions that are only (1) available for Chu et al. (2014) Scarcity Limited
certain visitors (e.g., newsletter subscribers and members of their loyalty program), (2) online Cialdini (2007; quantities
available or (3) available in their online shop. 2016) Scarcity Limited
stock only
Limited The online shop offers limited edition product(s) (e.g., product(s) with a different colour and Alhammad & Competition
edition product(s) with something extra). Gulliver (2014)
Chu et al. (2014) Scarcity Limited
stock only
Loss The online shop emphasize what a visitor will lose if the visitor does not perform a particular Cialdini (2007; Scarcity
language performance (e.g., buy the product(s) and subscribe to their newsletter). 2016)
Scarcity The online shop makes use of urgency words like ‘now’, ‘fast’, ‘immediately’, ‘limited’ and Cialdini (2007; Scarcity
words ‘gone=gone’. 2016)
Auction The online shop makes use of an auction. Alhammad & Competition Online
Gulliver (2014) + Social facilitation auction
Scarcity
Cialdini (2007;
2016)
Facilitation The online shop makes it possible to watch the behaviour of other visitors regarding scarce Alhammad & Competition +
products. Gulliver (2014) Social facilitation
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7. Unity techniques can be defined as the different manners in which an organization makes use of cues related to unity.

Family The online shop identifies itself with a family relative of the Alhammad & Social Role
visitor (e.g., I would recommend my family). Gulliver (2014)
Cialdini (2016) Unity The more we perceive people as Family
part of us, the more we are
influenced by them.
Giveaway Action The online shop makes use of giveaway actions (when Alhammad & Cooperation +
Family visitors buy a certain product(s)) that the receivers can give Gulliver (2014) Normative influence
to their family relatives. + Rewards
Chu et al. (2014) Rewards
Cialdini (2016) Unity Family
Unity Pictures The online shop makes use of pictures of people who form Cialdini (2016) Unity
an unity.
Personal The online shop provides personal information about its Alhammad & Social Role + Real-
Information employees (e.g., their hobby and interests). Gulliver (2014) World Feel
Chu et al. (2014) Real-World Feel
User Groups The online shop has the option to show its offered products Alhammad & Tailoring
divided among different user groups (e.g., altro and hiphop). Gulliver (2014)
Chu et al. (2014) Tailoring
Distance out- The online shop distances itself from the out-group of the
Group visitor.
Collaboration The online shop offers visitors the opportunity to work Alhammad & Cooperation +
together with the organization. Gulliver (2014) Social Role
Cialdini (2007) Liking
Cialdini (2016) Unity
Ask Advice The online shop asks for advice instead for an opinion or Alhammad & Cooperation +
expectation. Gulliver (2014) Social Role
Cialdini (2016) Unity Ask
Advice
Music The online shop makes use of music. Cialdini (2016) Unity Music
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1. Reciprocity techniques are defined as the different manners in which an organization offer (potential) customers a meaningful, unexpected, and/or
customized favour without expecting anything in return.

1.1 Online Brochure The online shop offers an online brochure without asking for personal information.
1.2 Offline Brochure The online shop offers an offline brochure without asking for irrelevant personal information.
1.3 Free News The online shop offers free news without asking for personal information.
1.4 Gift voucher The online shop offers gift vouchers without sale conditions.
1.5 Free tool The online shop offers an unexpected free tool without asking for a compensation (e.g., personal information and money).
1.6 Free Samples The online shop offers free samples for an underdetermined time without asking for irrelevant personal information.
1.7 Free Advice The online shop provides free advice without asking for irrelevant personal information.
1.8 Free Webinar The online shop offers a free webinar without asking for personal information.
1.9 Free Chat The online shop allows visitors to ask questions through free chat.
1.10 Free Call The online shop allows visitors to call the customer service for free.
1.11 Comparison Possibility The online shop provides visitors the opportunity to compare offered products with the same products offered by other third-parties.
actively, openly and/or with a lot of effort) that fits with the goals of the organization and/or remind the (potential) customers of an existing commitment that fits
also with the goals of the organization.

2.1 Bring Down The online shop adjust the attractive conditions of the offered product(s) during the purchase process.
2.2 Insignificant Permission The online shop asks visitors for an insignificant small permission followed by a significant permission.
2.3 More information The online shop asks visitors to contact for more information when no full information is given.
2.4 Petition The online shop asks visitors to sign a petition.
2.5 Survey The online shop asks visitors to fill in a survey.
2.6 Question The online shop asks visitors a question.
2.7 Sign-up The online shop asks the visitors to sign up for a certain action.
2.8 Newsletter The online shop offers the opportunity to subscribe to a newsletter.
2.9 Social Media The online shop offers the opportunity to be followed on social media.
2.10 Follow Brands The online shop offers the opportunity to follow brands.
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2.11 Apps The online shop offers the opportunity to download its app.
2.12 User Groups The online shop has the option to show its offered products divided among different user groups (e.g., altro and hiphop).
2.13 Brands The online shop has the option to show its offered products divided among different brands.
2.14 Styles The online shop has the option to show its offered products divided among different styles.
2.15 Opinion The online shop offers the opportunity to publish an opinion regarding (a) bought product(s) online.
2.16 Opinion in Blogs The online shop offers the opportunity to publish an opinion about a blog online.
2.17 Recommendation The online shop offers visitors the opportunity to recommend the online shop’s products.
2.18 Returning The online shop offers free samples for a certain period of time.
2.19 Rewards The online shop offers a little reward when visitors perform a voluntary performance.
2.20 Competition A prize is offered by the online shop for the winner of a competition (e.g., sharing content).
2.21 Additional Items The online shop shows how many (extra) items visitors should purchase or how much (extra) visitors should pay in order to
receive a compensation (e.g., discounts and extra product(s)).
2.22 Search History The online shop shows the recently viewed product(s) of the visitor.
2.23 Suggestion 1.0 The online shop suggests other products that the visitor may like based on their previous search interest.
2.24 Suggestion 2.0 The online shop suggests products (e.g., shoelaces) related to the selected items (e.g., shoes) of the visitor.
2.25 Suggestion 3.0 The online shop suggests related products based on the behaviour of others.
2.26 Price Alert The online shop offers the opportunity to send an e-mail when certain products are priced low (e.g., discounts).
2.27 Sold-Out The online shop offers the opportunity to send an e-mail when a sold-out product is available again.
2.28 Reminders The online shop makes use of verbal language to remind visitors of their previous commitments.
2.29 Automatically Saved Item(s) The online shop offers the opportunity to save the offered product(s) in a wishlist/shopping basket (without having an
account).
2.30 Non-Automatically Saved Item(s) The online shop offers the opportunity to save the offered product(s) in a wishlist/shopping basket by means of an account.
2.31 Shopping Basket/ Wishlist Reminder The online shop reminds visitors of the product(s) they putted in their wishlist/shopping basket (without having an account)
when they come back.
2.32 Delayed Purchase incentive The online shop offers the opportunity to send a notification in order to remind visitors of their purchase intention.
(similar) others are believing, feeling or doing.

3.1 Amount of Recommendations The online shop shows the amount of recommendations provided by others.
3.2 Similar Recommendations The online shop shows the amount of recommendations provided by similar others (e.g., Facebook friends).
3.3 Reviews The online shop provides information about the amount or number of written reviews.
3.4 Similar Reviews The online shop provides reviews written by similar others.
3.5 Reviews of User Groups The online shop has the option to show reviews that certain user groups wrote.
3.6 Personal Reviews The online shop shows reviews written by different visitors with their personal information (e.g., names and pictures).
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3.7 Impersonal Reviews The online shop shows reviews written by different visitors without their personal information.
3.8 Ratings The online shop provides information about the amount or number of given ratings.
3.9 Rating Product(s) The online shop shows the rating of its customers for the offered product(s).
3.10 Mean Rating Product(s) The online shop shows the mean ratings of its customers for the offered product(s).
3.11 Products Sold The online shop provides information about the amount or number of products sold.
3.12 Popular Product(s) The online shop provides information about the popularity of its product(s).
3.13 Ranking in Popularity The online shop has the option to rank its products in popularity.
3.14 Opinions The online shop provides information about the opinion of others.
3.15 Similar Opinions The online shop provides information about the opinion of similar others.
3.16 Customers The online shop provides information about the amount or number of customers.
3.17 Similar Customers The online shop provides information about the buying behaviour of similar customers.
3.18 Social Media Followers The online shop provides information about the amount or number of social media followers.
3.19 Similar Social Media Followers The online shop provides information about similar social media followers.
3.20 Downloads The online shop provides information about the amount or number of downloads.
3.21 Similar Downloads The online shop provides information about the download behaviour of similar others.
3.22 Newsletter Subscribers The online shop provides information about the amount or number of newsletter subscribers.
3.23 Social Facilitation The online shop makes it possible to watch the behaviour of other visitors at the same time.
4. Liking techniques can be defined as the different manners in which an organization makes use likeable persons and/or likeable cues through association,

4.1 Recommended by Friends The online shop offers visitors the opportunity to recommend the offered product(s) or organization to others.
4.2 Giveaway Action Friends The online shop makes use of giveaway actions (when visitors buy product(s)) that the receivers can give to their friends.
4.3 Giveaway Friends The online shop offers products that the visitors can buy for their friends.
4.4 Attractive People The online shop shows pictures of attractive people.
4.5 Celebrities The online shop shows pictures of celebrities that are using the offered product(s).
4.6 Recommended by Celebrities The online shop makes use of celebrities who recommend the offered product(s).
4.7 Good Choice The online shop confirms that the visitor has made a good choice when selecting its product(s).
4.8 Feedback The online shop thanks visitors for providing reactions.
4.9 Sending Newsletter The online shop sends several newsletters in a year.
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5.1 Experts The online shop shows pictures of experts that are using the offered product(s).
5.2 Recommended by Experts The online shop makes use of experts who recommend the offered product(s).
5.3 Authority Attributes The online shop applies authority attributes (e.g., clothes, accessories and cars) in pictures of its employees.
5.4 Unique Selling Point The online shop provides information about its unique selling points (i.e., characteristics that differentiates the offered product(s) from its
competitors).
5.5 News The online shop offers news related to its expertise.
5.6 Webinar The online shop offers a webinar related to its expertise.
5.7 Awards The online shop is in the possession of awards (e.g., Webshops Awards Nederland and Nationale Thuiswinkel Awards).
5.8 Labels The online shop is in the possession of labels that are provided by independent parties (e.g., online store labels)
5.9 Partners The online shop contains content about partnerships with well-known, trusted parties (e.g., payment parties and package deliverers).
5.10 Test results The online shop provides information about test results of its offered product(s) obtained (by independent parties (e.g., Tweakers and
Consumentenbond)).
5.11 Media The online shop provides information about its positive presence in the media (e.g., interviews).
5.12 Authenticate The online shop provides information about the authenticate of its sources.
5.13 Sponsorship The online shop shows the organizations they sponsor.
5.14 Corporate Social The online shop provides information about its corporate social responsibility.
Responsibility
5.15 Pictures of Employees The online shop provides pictures of its employees.

6.1 Deadline The online shop provides a deadline. After this deadline, the product(s) are (temporarily) unavailable or only available under less favourable conditions
(e.g., higher prices and a shorter warranty period).
6.2 Countdown The online shop shows how many hours and minutes the visitor has left to buy certain products before these products are (temporarily) unavailable or
clock only available under less favourable conditions (e.g., higher prices and a shorter warranty period).
6.3 Expectation The online shop provides information about when it is expected that certain products are sold out.
6.4 Stock The online shop provides information about the (un)available stock (e.g., “limited in stock”).
availability
6.5 Sold out The online shop shows the product(s) that are sold out.
6.6 Set limit The online shop sets a limit to the amount of product(s) and/or actions (e.g., discounts) that they offer in a certain period.
6.7 Exclusivity The online shop offers (an) exclusive product(s) or actions that are only (1) online available, (2) available in their online shop or (3) available for certain
users.
6.8 Limited edition The online shop offers limited edition product(s) (e.g., product(s) with a different colour and product(s) with something extra).
6.9 Loss language The online shop emphasize what a visitor will lose if the visitor does not perform a particular performance (e.g., buy the product(s) and subscribe to
their newsletter).
6.10 Scarcity words The online shop makes use of urgency words like ‘now’, ‘fast’, ‘immediately’, ‘limited’ and ‘gone=gone’.
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6.11 Sale Terms The online shop makes use of terms as ‘sales’ and ‘bargain sale’.
6.12 Auction The online shop makes use of an auction.
6.13 Facilitation The online shop makes it possible to watch the behaviour of other visitors regarding scarce products.

7.1 Unity The online shop identifies itself as one with the visitor.
7.2 Giveaway Action Family The online shop makes use of giveaway actions (when visitors buy a certain product(s)) that the receivers can give to their family relatives.
7.3. Giveaway Family The online shop offers products that the buyers can give to their family relatives.
7.4 Unity Pictures The online shop makes use of pictures of people who form an unity.
7.5 Employee Information The online shop provides information about its employees (e.g., hobby and interests).
7.6 Ordinary People The online shop makes use of ordinary people.
7.8 Distance out-Group The online shop distances itself from the out-group of the visitor.
7.9 Collaboration The online shop offers visitors the opportunity to work together with the organization.
7.10 Ask Advice The online shop asks for advice instead for an opinion or expectation.
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1. Reciprocity techniques are defined as the different manners in which an organization offer (potential) customers a meaningful, unexpected, and/or
customized favour without expecting anything in return.

1.1 E-Book The online shop offers an e-book without asking for personal information.
1.2 Booklet The online shop offers a booklet without asking for irrelevant personal information.
1.3 Blogs The online shop offers blogs without asking for personal information.
1.5 Free tool The online shop offers a free tool without asking for a compensation (e.g., personal information and money).
1.7 Free Advice The online shop provides free advice by mean of an employee without asking for irrelevant personal information.
1.8 Free Webinar The online shop offers a free webinar without asking for irrelevant personal information.
1.9 Chat The online shop allows visitors to ask questions through free chat.
1.11 Comparison Possibility The online shop provides visitors the opportunity to compare its offered products with the same products offered by other third-parties.
actively, openly and/or with a lot of effort) that fits with the goals of the organization or remind the (potential) customers of an existing commitment that fits also

2.1 Bring Down The online shop adjust the attractive conditions of the offered product(s) during the purchase process.
2.2 Adjusting Request The online shop asks visitors for an insignificant small request followed by a significant request.
2.3 More information The online shop asks visitors to contact them for more information in order to receive the full information.
2.6 Question The online shop asks visitors to answer a certain question.
2.7 Membership The online shop offers visitors the opportunity to register in order to become a member of a certain community (other than a
purchase account).
2.8 Newsletter The online shop offers visitors the opportunity to subscribe to a newsletter.
2.9 Social Media The online shop offers visitors the opportunity to follow the online shop on social media.
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2.10 Follow Brands The online shop offers visitors the opportunity to follow certain brands.
2.11 Apps The online shop offers visitors the opportunity to download its app.
2.13 Brands The online shop has the option to show its offered products divided among different brands.
2.14 Styles The online shop has the option to show its offered products divided among different styles.
2.15 Opinion The online shop offers the opportunity to publish a written opinion regarding (a) bought product(s) online.
2.16 Opinion in Blogs The online shop offers the opportunity to publish a written opinion about a blog online.
2.17 Recommendation The online shop offers the opportunity to recommend the bought product(s) online.
2.18 Rating The online shop offers the opportunity to provide a rating about the bought product(s) online.
2.19 Returning The online shop offers free samples for a certain period of time.
2.20 Rewards The online shop offers a little reward when visitors perform a voluntary performance (e.g., buying a product and subscribing to a
newsletter).
2.24 Suggestion 2.0 The online shop suggests products (e.g., shoelaces) related to the selected items (e.g. shoes) of the visitor.
2.26 Price Alert The online shop offers the opportunity to send an e-mail when certain products are priced low (e.g., discounts).
2.27 Sold-Out The online shop offers the opportunity to send an e-mail when a sold-out product is available again.
2.28 Reminders The online shop makes use of verbal language to remind visitors of their previous commitments.
2.29 Automatically Saved Item(s) The online shop offers the opportunity to save the offered product(s) in a wishlist/shopping basket (without having an account).
2.30 Non-Automatically Saved Item(s) The online shop offers the opportunity to save the offered product(s) in a wishlist/shopping basket by means of an account.
2.31 Shopping Basket/ Wishlist The online shop reminds visitors of the product(s) they putted in their wishlist/shopping basket (without having an account) when they
Reminder come back.
2.32 Delayed Purchase incentive The online shop offers the opportunity to send a notification in order to remind visitors of their purchase intention.

3.1 Recommendation The online shop shows the amount of recommendations provided by others.
3.2 Similar Recommendations The online shop shows the amount of recommendations provided by similar others (e.g., Facebook friends).
3.3 Recommendation Product(s) The online shop shows if its product(s) is recommended by others.
3.4 Reviews The online shop provides information about the amount or number of written reviews.
3.5 Similar Reviews The online shop provides reviews written by similar others.
3.6 Reviews of User Groups The online shop has the option to show reviews that certain user groups wrote.
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3.7 Personal Reviews The online shop shows reviews written by different visitors with their personal information (e.g., names and pictures).
3.8 Impersonal Reviews The online shop shows reviews written by different visitors without their personal information.
3.9 Ratings The online shop provides information about the amount or number of given ratings.
3.10 Rating Product(s) The online shop shows the rating of its customers for the offered product(s).
3.11 Mean Rating Product(s) The online shop shows the mean ratings of its customers for the offered product(s).
3.12 Products Sold The online shop provides information about the amount or number of products sold.
3.13 Popular Product(s) The online shop provides information about the popularity of its product(s).
3.14 Ranking in Popularity The online shop has the option to rank its products in popularity.
3.15 Opinions The online shop shows the opinion of others (with the exception of reviews, recommendations or rankings).
3.16 Similar Opinions The online shop provides information about the opinion of similar others (e.g., Facebook friends) (with the exception of reviews,
recommendations or rankings).
3.17 Customers The online shop provides information about the amount or number of customers.
3.18 Similar Customers The online shop provides information about the buying behaviour of similar customers.
3.19 Social Media Followers The online shop provides information about the amount or number of social media followers.
3.20 Similar Social Media The online shop provides information about similar social media followers.
Followers
3.21 Downloads The online shop provides information about the amount or number of downloads.
3.22 Similar Downloads The online shop provides information about the download behaviour of similar others.
3.23 Newsletter Subscribers The online shop provides information about the amount or number of newsletter subscribers.
3.24 Social Facilitation The online shop provides information about the behaviour or other visitors.
4. Liking techniques can be defined as the different manners in which an organization makes use of likeable persons and/or likeable cues through association,

4.1 Recommended by Friends The online shop offers visitors the opportunity to recommend the offered product(s) or organization to others.
4.2 Giveaway Action Friends The online shop makes use of giveaway actions (when visitors buy a certain product(s)) that the receivers can give to their friends.
4.3 Giveaway Friends The online shop offers products that the visitors can buy for their friends.
4.4 Attractive People The online shop shows pictures of attractive people that are using its offered product(s).
4.5 Celebrities The online shop shows pictures of celebrities that are using its offered product(s).
4.6 Recommended by Celebrities The online shop makes use of celebrities who recommend its offered product(s).
4.7 Good Choice The online shop confirms that the visitor has made a good choice when selecting its product(s).
4.8 Feedback The online shop thanks visitors for providing reactions.
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4.9 Sending Newsletter The online shop sends several newsletters in a year.
4.10 Sale Terms The online shop makes use of terms as ‘sales’ and ‘bargain sale’ at the same time that the product(s) is shown.

5.1 Experts The online shop shows pictures of experts that are using the offered product(s).
5.2 Recommended by Experts The online shop makes use of experts who recommend the offered product(s).
5.3 Authority Attributes The online shop applies authority attributes (e.g., clothes, accessories and cars) in pictures of its employees.
competitors).
5.10 Test results The online shop provides information about test results of its offered product(s) obtained (by independent parties (e.g., Tweakers and
Consumentenbond)).
5.12 Authenticate The online shop provides information about the authenticate of its sources.
Responsibility
5.15 Pictures of Employees The online shop provides pictures of its employees.

6.1 Deadline The online shop provides a deadline. After this deadline, the product(s) are (temporarily) unavailable or only available under less favourable conditions
(e.g., higher prices and a shorter warranty period).
6.2 Countdown The online shop shows how many hours and minutes the visitor has left to buy certain products before these products are (temporarily) unavailable or
clock only available under less favourable conditions (e.g., higher prices and a shorter warranty period).
6.3 Expectation The online shop provides information about when it is expected that certain products are sold out.
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6.4 Stock availability The online shop provides information about the (un)available stock (e.g., “limited in stock”).
6.7 Minimum The online shop shows how many (extra) items visitors should purchase or how much (extra) visitors should pay in order to receive a compensation
spending (e.g., discount and extra product(s)).
6.8 Exclusivity The online shop offers (an) exclusive product(s) or actions that are only (1) online available, (2) available in their online shop or (3) available for
certain visitors.
6.10 Loss language The online shop emphasize what a visitor will lose if the visitor does not perform a particular performance (e.g., buy the product(s) and subscribe to
their newsletter).

7.2 Giveaway Action Family The online shop makes use of giveaway actions (when visitors buy a certain product(s)) that the receivers can give to their family relatives.
7.3. Giveaway Family The online shop offers products that the buyers can give to their family relatives.
7.5 Employee Information The online shop provides information about its employees (e.g., hobby and interests.).
7.8 Distance out-Group The online shop distances itself from the out-group of the visitor.
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Appendix 8| Coding Instructions 1.0
Hierbij de instructies van het coderen aan de hand van mijn codeerschema. Voordat ik met
mijn instructies begin, wil ik eerst even een korte introductie van mijn onderzoek geven.
Mijn onderzoeksvraag
Aan de hand van dit onderzoek wil ik de volgende onderzoeksvraag proberen te
beantwoorden:
To what extent and in which manner make the top ten most used online retail shops and the
top ten most used online travel shops in the Netherlands use of the seven principles
identified by Cialdini in their website design?
Mijn onderzoeksmethode
Om deze vraag te beantwoorden ben ik van plan om verschillende items op een website te
analyseren. Om dit op een zo wetenschappelijke manier mogelijk te doen, wil ik als volgt te
werk gaan:
Stap 1:
Ik vraag me bij elk element van een website af of het een hygiene of een motivator factor is.
 Een hygiene factor is een element op een website waarmee niet per sé de
overtuigingskracht van een website wordt vergroot. Als een hygiene factor echter
afwezig is dan vermindert de overtuigingskracht wel.
o Voorbeeld: een navigatiebar. Een dergelijke element op de website vergroot
de overtuigingskracht van een website niet. Is het element echter afwezig, dan
is de website echter wel een stuk minder overtuigender.
o Hygiene factoren: gebruiksvriendelijkheid (knoppen en verwijzingen vallen hier
ook onder), informatievoorziening en visuele betrokkenheid (lay-out etc.).
 Een motivator factor is een element op een website waarmee de overtuigingskracht
van een website wordt vergroot. Als een motivator factor echter afwezig is dan leidt
dit niet gelijk tot een minder overtuigende website.
o Voorbeeld: toepassingen van de zeven principes van Cialdini.
Als het een hygiene factor is, dan besteed ik hier geen verdere aandacht meer aan. Als het
daarentegen een motivator factor is, dan ga ik naar stap 2.
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Stap 2:
Ik kijk naar de definities van mijn Cialdini principes, en kijk onder welke definitie het element
van de website zou kunnen vallen. Hieronder een overzicht van mijn definities:
 Reciprocity techniques  The different manners in which an organization offers
(potential) customers a meaningful, unexpected, and/or customized favour without
expecting anything in return.
 Commitment & Consistency techniques  The different manners in which an
organization let (potential) customers make a commitment (voluntary, actively, openly
and/or with a lot of effort) or remind the (potential) customers of an existing
commitment.
 Social Proof Techniques  The different manners in which an organization provides
information among the (potential) customers of what (similar) others are believing,
feeling or doing.
 Liking techniques  The different manners in which an organization makes use of
likeable persons and/or likeable products through association, familiarity, flattery or
attractiveness.
 Authority techniques  The different manners in which an organization makes use of
persons that are trustable or have expertise and/or cues that are trustable or that
implies expertise.
 Scarcity techniques  The different manners in which an organization limits its
supply in resources and/or creates a feeling of scarcity.
 Unity techniques  The different manners in which an organization makes use of
cues related to unity.
Als de item onder geen van deze definities valt, dan concludeer ik dat het geen Cialdini
principe is. Als het item van de website daarentegen onder één (en in beperkte gevallen
onder een tweede) definitie valt, dan ga ik door naar stap 3.
Stap 3
Nu ga ik kijken onder welk code van het codeerschema het desbetreffende element van de
website valt. Deze codes staan op mijn codeerschema. Ik kijk dan naar de definities van de
codes. Als het element onder één van deze definities valt, dan zet ik het bijbehorende
nummer van de code bij het element van de website. Kan ik hem aan geen van mijn codes
van mijn codeerschema toeschrijven, dan maak ik een nieuwe code aan.
Let op! Als er over producten worden gesproken, gaat het om zowel tastbare (e.g.,
goederen) als ontastbare (e.g., diensten) producten.
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Instructies van het vooronderzoek
Je krijgt een aantal printscreens van websites te zien. Bij bepaalde elementen staat een
oranje cirkel en om andere een paarse cirkel. Eerder had ik de oranje cirkels gedefinieerd als
toepassingen van één van de Cialdini principes. Later bedacht ik me dat alle knoppen of
verwijzingen een onderdeel zijn van de gebruiksvriendelijkheid van een website, en daardoor
dus een hygiene factor. De toepassing van het Cialdini principe krijg ik dan wel te zien
wanneer ik op de knop of verwijzing zelf klik. Daarom heb ik deze elementen in mijn tweede
analyse er uit gehaald. Ik kon echter geen nieuwe printscreens maken, omdat de website
ondertussen alweer aangepast is. Daarom heb ik toen gebruik gemaakt van allerlei paarse
cirkels om aan te geven wat volgens mij dan wel toepassingen van een Cialdini principe
zouden zijn (zonder dus de knoppen en verwijzingen mee te nemen).
Het is eigenlijk de bedoeling dat je precies hetzelfde als mij doet (zoals ik dat hierboven heb
gedaan). Het kan dus zijn dat jij bepaalde items van een website wel of niet identificeert als
een toepassing van het Cialdini principe. Dit zou je moeten aangeven. Als je echter wel
denkt dat het een toepassing is van het Cialdini principe, zou je aan de hand van mijn
codeerschema een code moeten geven. Met als uiteindelijke doel dat dit overeenkomt met
de codes die ik deze elementen heb gegeven.
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1. Reciprocity techniques are defined as the different manners in which an organization offers (potential) customers a meaningful, unexpected, and/or
customized favour without expecting anything in return and/or the different manners in which an organization makes use of the door-in-the-face technique.

1.1 E-Book The online shop offers an e-book without asking for personal information.
1.2 Booklet The online shop offers a booklet without asking for irrelevant personal information.
1.3 Blogs The online shop offers blogs without asking for personal information.
1.5 Free tool The online shop offers a free tool without asking for a compensation (e.g., personal information and money).
1.7 Free Advice The online shop provides free advice by mean of an employee without asking for irrelevant personal information.
1.8 Free Webinar The online shop offers a free webinar without asking for irrelevant personal information.
1.9 Chat The online shop allows visitors to ask questions through chat.
1.11 Comparison The online shop provides visitors the opportunity to compare offered products with the same products offered by other third-parties.
Possibility
actively, openly and/or with a lot of effort) that fits with the goals of the organization, and/or reminds the (potential) customers of an existing commitment that
fits also with the goals of the organization.

2.1 Bring Down The online shop adjust the attractive conditions of the product(s) of the organization during the purchase process.
2.2 Adjusting Request The online shop asks visitors for an insignificant small request followed by a significant request.
2.3 More information The online shop gives no full information and asks visitors to contact the organization in order to receive the full information.
2.6 Comments on Blogs The online shop offers visitors the opportunity to publish a positive comment about a blog online.
2.7 Question The online shop provides visitors the opportunity to answer a certain question positively (e.g., Do you think this review is helpful? Yes/no?).
Asking for reviews, recommendations or ratings about product(s) of the organization or about the organization itself are excluded (see 2.8, 2.9
and 2.10).
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2.8 Writing Review The online shop offers visitors the opportunity to publish a positive review about the product(s) of the organization or of the organization itself.
2.9 Recommending The online shop offers visitors the opportunity to recommend the product(s) of the organization or of the organization itself (e.g., Would you
recommend our product(s)?).
2.10 Rating The online shop offers visitors the opportunity to give a positive rating (by means of stars and grade etc.) of the product(s) of the organization
or of the organization itself.
2.11 Become a Member The online shop offers visitors the opportunity to become a member of a certain community. Purchase accounts are excluded (see 2.24 till
2.26).
2.12 Newsletter The online shop offers visitors the opportunity to subscribe to a newsletter.
2.13 Social Media The online shop offers visitors the opportunity to follow them on social media.
2.14 Follow Brands The online shop offers visitors the opportunity to follow certain brands.
2.15 Apps The online shop offers visitors the opportunity to download their app.
2.16 Sort by: Brands The online shop has the option to show its offered products divided among different brands.
2.17 Sort by: Styles The online shop has the option to show its offered products divided among different styles.
2.21 Suggestion 2.0 The online shop suggests products (e.g., shoelaces) related to the selected items (e.g. shoes) of the visitor.
2.22 Price Alert The online shop offers visitors the opportunity to send an e-mail when (a) certain product(s) is/are priced low (e.g., discounts).
2.23 Stock Alert The online shop offers visitors the opportunity to send an e-mail when a sold-out product is available again.
2.24 Automatically Saved The online shop offers visitors the opportunity to save the offered product(s) in a wishlist/shopping basket (without having an account).
Item(s)
2.25 Non-Automatically The online shop offers visitors the opportunity to save the offered product(s) in a wishlist/shopping basket by means of an account.
Saved Item(s)
2.26 Shopping Basket/ The online shop reminds visitors of the product(s) they putted in their wishlist/shopping basket (without having an account) when they come
Wishlist Reminder back.
2.27 Delayed Purchase The online shop offers visitors the opportunity to send a notification in order to remind visitors of their purchase intention.
incentive

3.1 Number of The online shop shows the number of visitors that recommends the product(s) of the organization or the organization itself (e.g., this product
Recommendations is recommended by … customers).
3.2 Similar The online shop shows the recommendations about the product(s) of the organization or about the organization itself that are given by
Recommendations similar others (e.g., Facebook friends).
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3.3 Recommendation per The online shop shows recommendations about the product(s) of the organization or about the organization itself per individual
individual recommender.
3.4 Number of Reviews The online shop shows the number of written reviews about the product(s) of the organization or about the organization itself.
3.5 Similar Reviews The online shop shows positive reviews about the product(s) of the organization or about the organization itself written by similar others.
3.6 Reviews per individual The online shop shows positive reviews about the product(s) of the organization or about the organization itself written by an individual
reviewer.
3.7 Reviews per User Group The online shop has the option to sort reviews about the product(s) of the organization or about the organization itself by user groups (e.g.,
sea lovers and culture lovers).
3.8 Number of Ratings The online shop shows the number of ratings about the product(s) of the organization or of the organization itself.
3.9 Similar Ratings The online shop shows the positive ratings about the product(s) of the organization or about the organization itself given by similar others.
3.10 Rating per Individual The online shop shows the positive rating about the product(s) of the organization or about the organization itself given by an individual
rater.
3.11 Average Rating The online shop shows the positive average rating about the product(s) of the organization or about the organization itself of all raters.
3.12 Opinions The online shop shows the opinion of others that fits with the goals of the organization (e.g., … customers like this review). Reviews,
recommendations or rankings about the product(s) of the organization or about the organization itself are excluded.
3.13 Similar Opinions The online shop provides information about the opinion of similar others (e.g., Facebook friends) that fits with the goal of the organization.
Reviews, recommendations or rankings about the product(s) of the organization or about the organization itself of similar others are
excluded.
3.14 Opinion per Individual The online shop shows the opinion by an individual that fits with the goals of the organization. Reviews, recommendations or rankings about
the product(s) of the organization or about the organization itself are excluded.
3.15 Customers The online shop shows the number of customers.
3.16 Similar Customers The online shop shows information about similar customers (e.g., Facebook friends).
3.17 Social Media Followers The online shop provides shows the number of social media followers.
3.18 Similar Social Media The online shop shows information about similar social media followers (e.g., Facebook friends).
Followers
3.19 Downloads The online shop shows the number of downloads.
3.20 Similar Downloads The online shop shows information about the downloads by similar others.
3.21 Newsletter Subscribers The online shop shows the number of newsletter subscribers.
3.22 Similar Newsletter The online shop shows information about the similar newsletter subscribers (e.g., Facebook friends).
Subscribers
3.23 Popularity The online shop provides information about the popularity of the product(s), organization etc.
3.24 Sort by: Popularity The online shop has the option to sort the products by popularity.
3.25 Social Facilitation The online shop provides information about the behaviour or other visitors (e.g., ... visitors watching this product right now and ... times
reserved).
3.26 Suggestion 3.0 The online shop suggests products based on the behaviour of others.
3.27 Sold Product(s) The online shop shows the number of the product(s) sold.
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4. Liking techniques can be defined as the different manners in which an organization makes use of likeable persons and/or likeable cues through association,

4.1 Recommended by The online shop offers visitors the opportunity to recommend the product(s) of the organization or the organization itself to others.
Friends
4.2 Giveaway Action The online shop makes use of giveaway actions. When visitors buy (a) certain product(s), the visitors receive a favour that they should give to their
Friends friends. Pay attention! It is not uncommon that when this item could be ascribed to an element of the online shop, the code 7.2 could also be
ascribed to this element.
4.3 Giveaway Friends The online shop offers products that the visitors should buy for their friends. Pay attention! It is not uncommon that when this item could be
ascribed to an element of the online shop, the code 7.3 could also be ascribed to this element.
4.4 Attractive People The online shop shows pictures of attractive people that are using the product(s) of the organization.
4.5 Celebrities The online shop shows pictures of celebrities that are using the product(s) of the organization.
4.6 Recommended by The online shop makes use of celebrities who recommend the product(s) of the organization.
Celebrities
4.7 Good Choice The online shop confirms that the visitor has made a good choice after selecting (a) product(s) of the organization.
4.8 Feedback The online shop thanks visitors for performing a certain behaviour.
4.9 Sale Terms The online shop makes use of sales terms (e.g., sales, from our brochure, mega deal and cashback) at the same time that the product(s) of the
organization is/are shown. Pay attention! It is not uncommon that this code and another code could be ascribed to the same element of an online
shop. In order to avoid that every element of an online shop is identified by this code, the preference is to ascribe only the other code to this
element. If no other codes than the current code could be given, than you should ascribe the current code to the element of the online shop.
5. Authority techniques are defined as the different manners in which an organization makes use of authoritative persons and/or authoritative cues that have
expertise and are trustable.

5.1 Experts The online shop shows pictures of experts that are using the product(s) of the organization.
5.2 Recommended by The online shop makes use of experts who recommend the product(s) of the organization.
Experts
5.3 Authority Attributes The online shop makes use of authority attributes (e.g., clothes, titles, accessories and cars) by persons.
competitors). Pay attention! It is only an USP when the element of the online shop could be ascribed by the definition of authority. It is not
uncommon that this code and another code could be ascribed to the same element of an online shop.
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5.10 Test results The online shop provides information about test results of the product(s) of the organization. These test results might be obtained by independent
parties (e.g., Tweakers and Consumentenbond).
5.12 Authenticate The online shop provides information about the authenticate of its sources (e.g., certified purchaser).
Responsibility
5.15 Pictures of The online shop provides pictures of its employees.
Employees

6.1 Deadline The online shop provides a deadline. After this deadline, the product(s) of the organization are (temporarily) unavailable or only available under less
favourable conditions (e.g., higher prices and a shorter warranty period).
6.2 Countdown The online shop shows how many hours and minutes the visitor has left to buy (a) certain product(s) before this/these product(s) is/are (temporarily)
clock unavailable or only available under less favourable conditions (e.g., higher prices and a shorter warranty period).
6.3 Expectation The online shop provides information about the expectation that (a) certain product(s) is/are sold out.
6.4 Stock The online shop provides information about the limited stock (e.g., “limited in stock”).
availability
6.7 Minimum The online shop shows how many (extra) items visitors should purchase or how much (extra) visitors should pay in order to receive a compensation
spending (e.g., discount and extra product(s)).
6.8 Exclusivity The online shop offers (an) exclusive product(s) or actions that are only (1) online available, (2) available in their online shop or (3) available for certain
visitors.
6.10 Loss language The online shop emphasize what a visitor will lose if the visitor does not perform a particular performance (e.g., never miss the latest news).
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7.2 Giveaway Action The online shop makes use of giveaway actions. When visitors buy (a) certain product(s), the visitors receive a favour that they should give to their
Family family relatives. Pay attention! It is not common that when this item could be ascribed to an element of an online shop, the code 4.2 could also be
ascribed.
7.3. Giveaway Family The online shop offers products that the visitors should buy for their family relatives. Pay attention! It is not common that when this item could be
ascribed to an element of an online shop, the code 4.3 could also be ascribed.
7.5 Employee The online shop provides personal information about its employees (e.g., hobby and interests).
Information
7.7 User Groups The online shop has the option to show its offered products divided among different user groups (e.g. altro and hiphop).
7.8 Distance out- The online shop distances itself from their out-group (e.g., we do not like all artificial nutrients in the products of the Jumbo).
Group
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Hierbij de instructies van het coderen aan de hand van mijn codeerschema. Voordat ik met mijn instructies begin, wil ik eerst even een korte
introductie van mijn onderzoek geven.
Aan de hand van dit onderzoek wil ik de volgende onderzoeksvraag proberen te beantwoorden:
To what extent and in which manner make the top ten most used online retail shops and the top ten most used online travel shops in the
Netherlands use of the seven principles identified by Cialdini in their website design?

Jij krijgt nu een aantal printscreens van een aantal websites te zien. Op deze printscreens staan een aantal rechthoeken. Dit zijn de elementen
waaraan ik één code (of in beperkte gevallen twee codes) heb toegeschreven. Het is de bedoeling dat jij dezelfde code(s) als ik aan deze
elementen toeschrijft. Om er voor te zorgen dat dit op dezelfde manier als bij mij gebeurd, zou ik je nog wel even op het volgende willen
attenderen:
 Lees voordat je begint met coderen de definities van Cialdini van goed door! Deze definities hoeven namelijk niet geheel overeen te
komen met het beeld dat je van de principe hebt. Om het overlap tussen bepaalde Cialdini principes zoveel mogelijk in te perken, heb ik
gebruik gemaakt van aangescherpte definities van Cialdini.
 Lees voordat je begint met coderen de codes met bijbehorende definities ook goed door. Als je hier nog vragen over hebt, dan kun je
voordat je begint met coderen nog even bij mij terecht. Ook weet je op deze manier welke codes er allemaal zijn.
117
Ik heb dan ook nog wel een paar opmerkingen over het codeerschema zelf.
 Als er over producten worden gesproken, dan gaat het om zowel tastbare (e.g., goederen) als ontastbare (e.g., diensten) producten.
 De codes die bij commitment & consistency staan, heb ik in drie delen verdeeld.
o Deel 1 zijn de items die onder de gehele definitie van consistency & commitment valt.
o Deel 2 zijn de items die onder het eerste deel van de definitie van consistency & commitment vallen (the different manners in
which an organization let (potential) customers make a commitment (voluntary, actively, openly, and/or with a lot of effort) that fits
o Deel drie zijn de items die onder het tweede deel van de definitie van consistency & commitment vallen (the different manners in
which an organization remind the (potential) customers of an existing commitment that fits also with the goals of the organization.
 De items bij social proof zijn onderverdeeld in heel veel delen. Ik wil hiermee het onderscheid tussen verschillende items duidelijker
maken. Als je namelijk weet dat het element op een website over een recommendation, review of iets dergelijks gaat, dan hoef je alleen
naar dit onderdeel van het coderingsschema te kijken.
 Maar wat is nou het precieze verschil tussen recommendation, review, rating of een opinion?
o Recommendation  Hierbij gaat het om een aanbeveling van een product van de organisatie. Dit element staat los van een
review.
o Review  Een review is een geschreven mening (recensie) over de product of dienst of over de organisatie zelf. Het kan zijn dat
er in deze recensie een aanbeveling staat. Dit betekent dan niet dat het om een recommendation gaat. Een recommendation is
namelijk niet geschreven door de persoon zelf, maar is een antwoord op een vraag. Terwijl een review wel geschreven is door
de recensent zelf.
o Rating  Hierbij is een beoordeling van een product/dienst of organisatie aan de hand van sterren, een cijfer enzovoort.
o Opinion  Waar de voorgaande drie items zich richten op de producten/diensten van de organisatie of over de organisatie zelf,
gaat het bij opinion om alle overige meningen die geen betrekking hebben op de producten/diensten van de organisatie of op de
organisatie zelf.
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Als je het bovenstaande hebt doorgenomen en je hebt geen vragen meer, dan kun je beginnen met het coderen aan de hand van de volgende
stappen:
 Stap 1  Bekijk het element van de website met een rechthoek er om heen.
 Stap 2  Bepaal bij welk principe van Cialdini aan de hand van mijn definities op het codeerschema dit element het beste past. Lees de
definities van Cialdini hierbij goed door.
 Stap 3  Zoek in het bijpassende codeerschema van de definitie een item die het element het beste omschrijft. Lees de definities hierbij
goed door.
 Stap 4  Lees uit het codeerschema het bijpassende code van het item af, en voeg deze toe aan het element.
Let wel op dat het bij het coderen om het nu gaat. Het gaat er om wat er staat. Als je bijvoorbeeld een review ziet, dan gaat het er niet om dat
diegene eerder de mogelijkheid heeft gekregen om een dergelijke review te schrijven. Het gaat om de review zelf.
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1. Reciprocity techniques are defined as the different manners in which an organization offers (potential) customers a favour that is meaningful (even when
the product(s) is(/are) not purchased from that organization), unexpected, and/or customized without expecting something in return.

1.1 Free Entertainment a. Website The online shop offers visitors free entertainment and/or information by means of a website without asking for
and/or Information personal information (e.g., blog, article, recipe and magazine). When information about (a) product(s) offered by the
organization is given, code 1.2 should be added.
b. Social Channel The online shop offers visitors a social channel without asking for irrelevant personal information (e.g., Appie
Today).
c. App The online shop offers visitors (a) free app(s) without asking for irrelevant personal information (e.g., free kindle
app).
d. Product The online shop offers visitors without asking for irrelevant personal information (a) free product(s) that is not
related to the products offered by the organization (e.g., paper).
1.2 Product(s) Information a. General Product The online shop offers general information about products that the organization offers without asking for
Information personal information (e.g., hints and advice).
Sometimes it could be b. Specific Product The online shop offers specific information about a product that the organization offers without asking for
combined with code 5.6. Information personal information (e.g., plus/minus points).
1.3 (Customized) Personal The online shop offers (customized) personal advice regarding (a) product(s) without asking for irrelevant
Advice personal information (e.g., size guide).
1.4 Comparison Possibility a. Own Products The online shop offers visitors the opportunity to compare products with each other.
b. Third-Parties The online shop offers visitors the opportunity to compare the products offered by the organization with the
same products offered by other third-parties.
c. Data The online shop offers visitors the opportunity to compare the prizes of different data with each other (e.g., +/- 3
days).
1.5 Opportunity to Buy from The online shop offers visitors the opportunity to buy (a) product(s) not only from the online shop itself but also
Third-Parties from other third-parties.
1.7 Free Samples a. Voucher The online shop offers visitors free gift vouchers without sale conditions and asking for irrelevant personal
information.
b. Sample The online shop offers visitors free sample of a product for an underdetermined time without asking for
irrelevant personal information.
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actively, openly and/or with a lot of effort) (see part 1), reminds the (potential) customers of an existing commitment (see part 2) and/or does suggestions
based on previous commitments of the (potential) customers (see part 3). All these activities should result in consistent beliefs, feelings and behaviour of the
(potential) customers that fits with the goals of the organization.

2.1 Liking a. Product(s) The online shop offers visitors the opportunity to like a product offered by the
organization.
b. Online Shop The online shop offers visitors the opportunity to like the organization.
c. Other than Product(s) and/or The online shop offers visitors the opportunity to like elements of the website other than
Online Shop (a) product(s) and the online shop itself.
2.2 Sharing Existing Information Most of the time, code 2.2 could be combined with code 7.2.
About
a. Product(s) a. E-mail The online shop offers visitors the opportunity to share a product offered by the
organization with others by means of an e-mail.
b. Social Media The online shop offers visitors the opportunity to share a product offered by the
organization with others by means of social media.
c. Both The online shop offers visitors the opportunity to share a product offered by the
organization with others by means of both e-mail and social media.
b. Other Elements of the Website a. E-mail The online shop offers visitors the opportunity to share elements of the website other
than (a) product(s) with others by means of e-mail.
b. Social Media The online shop offers visitors the opportunity to share elements of the website other
than (a) product(s) others by means of social media.
c. Both The online shop offers visitors the opportunity to share elements of the website other
than (a) product(s) with others by means of both e-mail and social media.
2.3 Printing/ Downloading/ a1. One Product The online shop offers visitors the opportunity to print, download and/or order information
Ordering Information about a selected product offered by the organization.
a2. More Products The online shop offers visitors the opportunity to print, download and/or order information
about more than one product offered by the organization (e.g., brochure).
b. Other than Product(s) The online shop offers visitors the opportunity to print, download and/or order certain
elements of the website other than information about (a) product(s) offered by the
organization.
2.4 Saving This code is about saving and not about reminding on something that is saved (like code 2.9).
a. Product(s) The online shop offers visitors the opportunity to save a product offered by the
organization.
b. Other than Product(s) The online shop offers visitors the opportunity to save certain elements of the website
other than (a) product(s).
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a. Online Shop and/or Action(s) a. Social Media The online shop offers visitors the opportunity to follow the online shop by means of
social media.
b. App The online shop offers visitors the opportunity to follow the (actions of) the online by
means of an app.
c. Newsletter The online shop offers visitors the opportunity to receive a newsletter (e.g., Allerhande
Box).
b. Product a. Price Alert The online shop sends visitors an e-mail when a product is priced low (e.g., discounts).
b. Stock Alert The online shop sends visitors an e-mail when a sold-out product is available again.
c. Brand(s) The online shop offers visitors the opportunity to follow (a) brand(s).
d. Person(s) The online shop offers visitors the opportunity to follow (a) person(s).
2.6 Publishing Previous reviews written by other customers should be checked before a code of 2.6b could be added.
a. Publish Questions The online shop offers visitors the opportunity to publish a question about a product
offered by the organization.
b1. Publish Product Review a. Without anything The online shop offers visitors the opportunity to publish a positive review about a
product offered by the organization.
b. With Recommendation The online shop offers visitors the opportunity to publish a positive review and to give a
positive recommendation about a product offered by the organization.
c. With Rating The online shop offers visitors the opportunity to publish a positive review and to give a
positive rating about a product offered by the organization.
d. With Recommendation and The online shop offers visitors the opportunity to publish a positive review, to give a
Rating positive recommendation and to give a positive rating about a product offered by the
organization.
b2. Publish an Online Shop a. Without anything The online shop offers visitors the opportunity to publish a positive review about the
Review online shop itself.
positive recommendation about the online shop itself.
positive rating about the online shop itself.
Rating positive recommendation and to give a positive rating about the online shop or of the
online shop itself.
c. Publish a Recommendation a. Product(s) The online shop offers visitors the opportunity to recommend a product offered by the
organization.
b. Online Shop The online shop offers visitors the opportunity to recommend the online shop itself.
c. Other than Product(s) and/or The online shop offers visitors the opportunity to recommend elements of the website
the Online Shop (e.g., helpful other than the product(s) offered by the organization and/or the online shop itself (e.g.,
review) helpful review).
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d. Publish a Rating a. Product(s) The online shop offers visitors the opportunity to give a positive rating (by means of stars,
grade etc.) of a product offered by the organization.
b. Online Shop The online shop offers visitors the opportunity to give a positive rating of the online shop
itself.
c. Other than Product(s) and/or The online shop offers visitors the opportunity to give a positive rating on elements of the
the Online Shop website other than the product(s) offered by the organization and the online shop itself.
e. Publish Written Reactions a. Open Questions of the Online The online shop offers visitors the opportunity to publish an online reaction on an open
Shop question given by the organization.
b. Other than Open Questions, The online shop offers visitors the opportunity to publish online a positive comment about
Product(s) and/or the Online elements of the website other than on open questions, about (a) product(s), and the
Shop online shop itself.
2.7 Other a. Research (Survey, Voting The online shop asks visitors to give their option about the online shop by means of filling
and/or Panel) in a survey, voting and/or becoming member of a panel. The difference between 2.7a and
2.7c is that giving an opinion about the online shop is central instead of winning the prices.
b. Petition The online shop asks visitors to sign a petition.
Sometimes an unity code could be c. Win Promotions The online shop offers visitors the opportunity to participate with win promotions (e.g.,
added to 2.7a till 2.7d. survey). Winning the prices is central instead of giving an opinion about the online shop.
d. Membership The online shop offers visitors the opportunity to become a member of a membership
other than a panel (e.g., customer card, Join the Club and HMClub).
e. Selecting The online shop offers visitors the opportunity to select (a) certain characteristic(s) that
excludes other characteristics (e.g., styles, holiday themes and last minute wizard).
f. Full Information The online shop offers visitors the opportunity to request for more information in the case
no full information is given.
g. Free Sample The online shop offers visitors the opportunity to request for a free sample.
h1. Customized Suggestions The online shop offers visitors the opportunity to customize the offered suggestions (e.g.,
more of this).
h2. Personal Suggestions The online shop offers visitors the opportunity to sign up in order to receive personal
suggestions.
i. Collectibles The online shop offers visitors the opportunity to keep track of their collectibles (e.g., KLM
houses).
2.8 Reminder
a. Product(s) a. Saved The online shop reminds visitors of the product(s) they saved.
b. Recently Viewed The online shop shows the recently viewed product(s) of the visitor.
b. Other than Product(s) a. Searches The online shop reminds visitors of their searches at the website.
b. Recently Viewed The online shop shows the recently viewed elements of the website other than the
recently viewed product(s).
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2.9 Suggestion of Similar a. Product(s) The online shop suggests (a) similar product(s) that the visitor may like based on their
previous search interest.
Note that this code sometimes b. Other than Product(s) The online shop suggests similar elements of the website (other than products) that the
could be combined with code 3.6. visitor may like based on their previous search interest.
2.10 Related Product(s) a. Without Favourable Conditions The online shop shows products (e.g., shoelaces) related to the selected product (e.g.
shoes) without offering favourable conditions for these additional products.
Note that this code sometimes b. With Favourable Conditions The online shop offers favourable conditions for additional products related to the
could be combined with 3.6. selected items on the product page.
3. Social proof techniques are defined as the different manners in which an organization provides information about the beliefs, feelings and/or behaviour of
(an)other customer(s). Be aware that when indications of social proof without explicit mentioning other(s) (e.g., popular products, bestseller and best ranked.) should be attributed to liking (4.2c
and/or 4.2e) instead of social proof, and that a social proof code sometimes could be combined with authority if the source is verified (5.3a2 or 5.8aa) and with an unity code if more information about
the customer is given (e.g., 7.5).

a. Product(s) a. Without anything The online shop shows a positive individually written review (without recommendations and
ratings) about a product offered by the organization.
b. With Recommendations The online shop shows a positive individually written review (with recommendations and
without ratings) about a product offered by the organization.
c. With Ratings The online shop shows a positive individually written review (with ratings and without
recommendations) about a product offered by the organization.
d. With Recommendations The online shop shows a positive individually written review (with recommendations and with
and Ratings ratings) about a product offered by the organization.
b. Online Shop a. Without anything The online shop shows a positive individually review (without recommendations and ratings)
about the online shop itself.
b. With Recommendations The online shop shows a positive individually review (with recommendations and without
ratings) about the online shop itself.
c. With Ratings The online shop shows a positive individually review (with ratings and without
recommendations) about the online shop itself.
d. With Recommendations The online shop shows a positive individually review (with recommendations and with
and Ratings ratings) about the online shop itself.
3.2 Summary of the Written a. Product(s) The online shows a summary of all the written reviews about a product offered by the
Reviews organization.
b. Online Shop The online shows a summary of all the written reviews about the online shop itself.
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3.3 Average Rating
a. In General a. Product(s) The online shop shows the positive average rating about (a) product(s) offered by the
organization.
b. Online Shop The online shop shows the positive average rating about the online shop itself.
c. Other than Product(s) and The online shop shows the positive average rating about other elements of the website than
Online Shop about (a) product(s) and the online shop itself.
b. Per Item a. Product(s) The online shop shows per item the positive average rating of a product offered by the
organization.
b. Online Shop The online shop shows per item the positive average rating of the online shop itself.
a. Recommendations a. Product(s) The online shop shows the number of other customers who recommend a product offered
by the organization.
b. Online Shop The online shop shows the number of other customers who recommend the organization
itself.
c. Other than Product(s) and The online shop shows the number of other customers who recommend other elements of
Online Shop the website than (a) product(s) and/or the organization itself.
b. Raters The online shop shows the number of raters without showing the average.
c. Helpful Reviews The online shop shows the number of other customers who believe that a positive review is
helpfully.
d. Shares a. Product(s) The online shop shows the number of shares of (information about) (a) product(s) offered by
the organization.
b. Online Shop The online shop shows the number of shares of (information about) the online shop.
c. Other than Product(s) and The online shop shows the number of shares of other elements than of (information about)
Online Shop (a) product(s) offered by the organization and/or the online shop itself.
e. Likes a. Product(s) The online shop shows the number of likes of (information about) (a) product(s) offered by
the organization.
b. Online Shop The online shop shows the number of likes of (information about) the online shop.
c. Other than Product(s) and The online shop shows the number of likes of other elements than of (information about) (a)
Online Shop product(s) offered by the organization and/or the online shop itself.
f. Social Media Followers The online shop shows the number of social media followers.
g. Newsletter Subscribers The online shop shows the number of newsletter subscribers.
h. Downloads The online shop shows the number of downloads.
3.5 (Search and/or Buying) Sometimes this code could be combined with code 6.4.
Behaviour of Other(s)
a1. Previous Search Behaviour a1. One Product The online shop provides information about the previous search behaviour of (an)other
customer(s) regarding a product offered by the organization.
a2. More Products The online shop provides information about the previous search behaviour of (an)other
customer(s) regarding more than one product offered by the organization (e.g., others also
viewed).
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3.5 (Search and/or Buying) Sometimes this code could be combined with code 6.4.
b. Other than Product(s) The online shop provides information about the previous search behaviour of (an)other
customer(s) regarding another element of the website than product(s) offered by the
organization.
a2. Current Search Behaviour a1. One Product The online shop provides information about the current search behaviour of (an)other
customer(s) regarding more than one product offered by the organization.
organization.
b1. Previous Buying Behaviour a. One Product The online shop provides information about the previous buying behaviour of (an)other
b. More Products The online shop provides information about the previous buying behaviour of (an)other
b2. Current Buying Behaviour a. One Product The online shop provides information about the current buying behaviour of (an)other
b. More Products The online shop provides information about the current buying behaviour of (an)other
c. Previous Search & Buying a. One Product The online shop provides information about the previous search and buying behaviour of
Combined (an)other customer(s) regarding a product offered by the organization.
b. More Products The online shop provides information about the previous search and buying behaviour of
(an)other customer(s) regarding more than one product offered by the organization.
3.6 Other Opinion Sometimes this code could be combined with code 2.9 and 2.10.
a. Product(s) The online shop shows the products that according to customers are likeable.
b. Other than Product(s) The online shop shows the elements of the website other than products that according to
visitors are likeable (e.g., blogs and articles).
4. Liking techniques refer to the different manners in which an organization makes use of one or more persons with which (a) visitor(s) does not necessary
have to identify with (i.e., celebrities and/or attractive people) and/or likeable cues in order to create positive associations with product(s) offered by the
organization.
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4.1 People Using the a. Attractive The online shop shows attractive people who are using (a) product(s) offered by the organization (e.g.,
Product(s) People models).
b. Celebrities The online shop shows celebrities who are using (a) product(s) offered by the organization.
4.2 Additional Elements (e.g., Note that sometimes two codes could be added to the same element. Look in this case to the noun and not to the adjective (e.g.,
text and colour) Indicating popular deals should in this case be added to 4.2a). If however authority attributes are used, 5.5b should be assigned.
a. Favourable Conditions for Sometimes it is possible that an element of the website could be ascribed by both 4.2a and 4.2c. In this case, the current code is more
Obtaining about favourable conditions that are temporary instead of fixed. When an element of the website could however be ascribed to both
liking and scarcity (e.g., dagdeal and lastminute), the element should be ascribed to a scarcity code.
a. One Product The online shop makes use of an additional element and/or a colour that implies that one product could be
obtained under more favourable conditions (e.g., last minute and free rebooking).
b. More Products The online shop makes use of an additional element and/or a colour that implies that more than one product
could be obtained under more favourable conditions.
b. (Environmentally) a. One Product The online shop makes use of an additional element that implies that a product is (environmentally)
Responsibility responsible.
b. More Products The online shop makes use of an additional element that implies that more than one product is
(environmentally) responsible.
c. Quality This code differs from code 5.1 in that by the current code the labels and awards are provided by internal sources instead of external
authoritative sources, and from 5.8da in that the labels generally apply to a product and not to the online shop itself.
a. One Product The online shop makes use of an additional element that implies that a product is qualitative (e.g., tophotel
and recommended by the organization).
b. More Products The online shop makes use of an additional element that implies that more one product is qualitative.
d. Reliability The online shop makes use of an additional element that implies that a product is reliable (e.g., pictures of
customers and product videos).
e. Popularity This code should be attributed when a product is for example recommended because of the popularity of this
product.
a. One Product The online shop makes use of an additional element that implies that a product is popular (e.g., bestseller).
b. More Products The online shop makes use of an additional element that implies that more than one product is popular.
5. Authority techniques are defined as the different manners in which an organization makes use of authoritative sources that are not customers (by means of
authoritative cues that imply trustworthiness, goodness and/or expertise) and/or authoritative cues that imply trustworthiness, goodness and/or expertise of (a)
source.
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5.1 Obtained Attributions Note that the difference between awards and labels is that every organization is in the possession to obtain a label (e.g.,
Thuiswinkel Waarborg), while not every organization is in the possession to obtain awards (e.g., Best Webshop). The same
applies for products.
a. Labels a. Product(s) The online shop shows the requested labels of the product(s) that the organization offers.
b. Online Shop The online shop shows the requested labels of their online shop (e.g., thuiswinkel waarborg).
c. Employees The online shop shows the requested labels of their employees (e.g., IATA qualified).
d. Security The online shop is in the possession of labels provided by safety partners (e.g., Norton Secured).
b. Awards a. Product(s) The online shop shows the obtained awards of the product(s) that the organization offers (e.g.,
b. Online Shop The online shop shows the obtained awards of their organization (e.g., best webshop).
c. Employees The online shop shows the obtained awards of their employees.
5.2 Test Results The online shop shows independent test results of the product(s) the organization offers. Note that this
code differs from 5.1 in that it is no award and/or label.
5.3 Collaboration a1. Associations The online shop is member from associations that represents the interests of the customers (e.g., SGR
and ANVR).
a2. Charities The online shop works together with charities (e.g., right 2 pay).
a3. External Review The online shop is in the possession of reviews that are acquired by means of external review partners.
Partners
a4. Sponsors The online shop shows the organizations they sponsor and/or the organizations sponsoring the online
shop.
a5. Other External The online shop shows the external partnerships with well-known, trusted parties (e.g., payment parties
Partners and package deliverers) other than associations, charities, external review partners and sponsors.
Safety labels are excluded from this code. They should be added to 5.1ad.
b. Internal Partners The online shop provides information about its internal partnerships (e.g., holding and subsidiaries).
5.4 Presence in the Media The online shop provides information about its positive presence in the media.
5.5 Recommending
a. By Independent Experts a1. One Product The online shop makes use of (an) independent expert(s) who recommend(s) a product offered by the
organization.
a2. More Products The online shop makes use of (an) independent expert(s) who recommend(s) more than one product
offered by the organization at the same time.
b. Online Shop The online shop makes use of (an) independent expert(s) who recommend(s) the online shop itself.
b. By Employees/ Organization a. One Product The online shop recommends a product offered by the organization by making use of authority
attributes (e.g., titles and clothes).
When no authority cues are b. More Products The online shop recommends more than one product offered by the organization at the same time by
used, code 4.2 should be making use of authority attributes.
assigned.
5.6 Advice from the Employees/ a. With Authority The online shop gives advice about the product(s) they offer by making use of authority attributes (e.g.,
Organization Attributes titles and clothes).
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5.6 Advice from the Sometimes this code could be combined with 1.2.
Employees/
Organization
b. Without Authority The online shop gives advice about the product(s) they offer without making use of authority attributes.
Attributes
5.7 New/Newest Developments regarding Offered Product(s)
a. New Product(s) a. One Product The online shop shows that one specific product offered by the organization is new.
b. More Products The online shop shows that more than one product offered by the organization is new.
b. Newest Offered Product a. One Product The online shop provides information about the latest developments regarding one specific product offered by
Developments the organization.
b. More Products The online shop provides general information about the latest developments that applies to more than one
product offered by the organization (e.g., new destinations).
5.8 (Other than Product(s)) Information
a. Reviewer(s) a. Authenticates The online shop itself authenticates its reviewers (e.g., certified purchaser).
b. Deleting The online shop deletes ‘old’ reviews.
b. Winner(s) The online shop shows information about the winner(s) of the win promotions the visitor(s) performed.
c. Employee(s) a. With Authority The online shop introduces (an) employee(s) by making use of authority attributes (e.g., product specialist).
Attributes
b. Without Authority The online shop introduces (an) employee(s) without making use of authority attributes.
Attributes
d. Organizational a. USP The online shop provides information about its unique selling points (i.e., USP; characteristics why (an)
visitor(s) should choose for this organization and not for another). When the labels generally apply to one
product offered by the organization, code 4.2c should be added.
b. Active Years/ The online shop shows how many years the company is already active and/or the year of foundation.
Foundation
c. Physical Stores The online shop provides information about its physical stores.
d. CSR The online shop provides information about its corporate social responsibility (i.e., CSR).
e. Innovation The online shop provides information about its innovation that is not direct related to the offered products (e.g.,
engineering of an airplane).
f. General The online shop provides general information among others about its history, culture and/or philosophy. This
Information code differs from the other codes of 5.8d in that more information than only the code from above is given.
5.9 Publications a. Folder The online shop is in the possession of a folder.
b. Press Releases The online shop is in the possession of press releases.
c. Commercials The online shop is in the possession of commercials.
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6. Scarcity techniques are the different manners in which an organization emphasizes the (possible) loses of ((an) advantage(s) related to gaining) certain
product(s) and/or emphasizes that ((an) advantage(s) related to gaining) certain product(s) is/are limited and/or exclusive.

6.1 Deadline/Period
a. Without Countdown a1. One Product The online shop makes use of a deadline and/or period without countdown that applies to ((an) advantage(s) related
Clock to gaining) one specific product. After this deadline and/or period, (the advantage(s) related to gaining) the product is
(temporarily) unavailable or only available under less favourable conditions (e.g., higher prices and a shorter
warranty period).
a2. More The online shop shows a deadline and/or period without countdown that applies to (gaining an advantage by) more
Products than one product at the same time. After this deadline, (the advantage(s) related to gaining) the products are
b. With Countdown a1. One Product The online shop makes use of a deadline with countdown that applies to ((an) advantage(s) related to gaining) one
specific product. After this deadline, (the advantage(s) related to gaining) the product is (temporarily) unavailable or
only available under less favourable conditions.
a2. More The online shop makes use of a deadline with countdown that applies to (gaining an advantage by) more than one
Products product at the same time. After this deadline, (the advantage(s) related to gaining) the products are (temporarily)
unavailable or only available under less favourable conditions.
a1. Limited Stock a. One Product The online shop shows that a product offered by the organization is limited in stock with explicit mentioning that this
Through Demand is caused by demand.
b. More The online shop shows that more than one product offered by the organization is limited in stock with explicit
Products mentioning that this is caused by demand.
a2. Limited Stock Not a. One Product The online shop shows that a product offered by the organization is limited in stock without explicit mentioning that
Through Demand this is caused by demand.
b. More The online shop shows that more than one product offered by the organization is limited in stock without explicit
b. Unavailable Stock a. Through The online shop shows a product offered by the organization that sold out or (temporally) unavailable online with
Demand explicit mentioning that this is caused by demand.
b. Not through The online shop shows a product offered by the organization that sold out or (temporally) unavailable online without
c. Expectation a. Through The online shop expects that a product offered by the organization will be sold out in the near future with explicit
Demand mentioning that this is caused by demand.
b. Not Through The online shop expects that a product offered by the organization will be sold out in the near future without explicit
6.3 Exclusive Product(s) and/or Actions
a1. Exclusive Product(s) a. One Product The online shop shows a product offered by the organization that is only (1) online available, (2) available in their
online shop and/or (3) available for certain visitors.
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b. More The online shop shows more than one product offered by the organization that are only (1) online available, (2)
Products available in their online shop and/or (3) available for certain visitors at the same time.
a2. Exclusive Actions The online shop offers an exclusive action that is only (1) online available, (2) available in their online shop and/or
(3) available for certain visitors.
b. Exclusive Edition a. One Product The online shop shows if a product offered by the organization is a limited edition.
b. More The online shop shows if more than one product is limited edited at the same time.
Products
6.4 Behaviour of Others a. Behaviour of The online shop makes it possible for visitors to watch the search and/or buying behaviour of other visitors regarding
Others scarce products. This code could sometimes be combined with code 3.5.
b. Auction The online shop makes use of an auction.
6.5 Scarcity Language a1. Loss The online shop emphasizes what a visitor will lose if the visitor does not perform a particular performance (e.g.,
Language never miss the latest news and an additional discount when not buying another product).
a2. Loss The online shop emphasizes what a visitor has lost by not performing a particular performance.
Language
b. Scarcity The online shop makes use of urgency words like ‘now’, ‘fast’, ‘immediately’, ‘limited’, “while stock lasts”,
Words ‘gone=gone’ and ‘last minute’.
7. Unity techniques can be defined as the different manners in which an organization makes use of people with which (an) visitor(s) should identify with and/or
perceive themselves to be similar with in order to be persuaded ((an)other customer(s) is/are excluded from this definition (see social proof), except when
additional information about the customer(s) is/are given (e.g., a customer visited a city with friends)) and/or cues that might indicate unity and/or similarity.

No
. Code: Definition:
7.1 Giveaway Actions for Friends a. Promotion The online shop makes use of giveaway actions. When visitors buy (a)
Tool product(s) from the online shop, they receive a favour that is intended for
their friends.
b. Nominating The online shop gives visitors the opportunity to nominate friends for
receiving (a) product(s) offered by the organization.
7.2 Recommending to Friends a. Product(s) The online shop offers visitors the opportunity to recommend a product
offered by the organization to others.
It is not uncommon that when this code could be ascribed to an b. Online Shop The online shop offers visitors the opportunity to recommend the online
element of the online shop, code 2.2 could also be ascribed to the shop itself to others.
same element.
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c. Other than Product(s) and The online shop offers visitors the opportunity to recommend elements of the website other
Online Shop than (a) product(s) and/or the online shop itself to others.
7.3 Collaboration a. Organization The online shop offers visitors the opportunity to work together with the organization (without
asking).
b. Customers The online shop offers visitors the opportunity to work together with other customers (e.g.,
online forum).
c. Friends The online shop offers visitors the opportunity to work together with their friends (e.g., flight
planner).
7.4 Supporting Visitors The online shop supports its visitors.
7.5 Identifiable Others a. Making Use The online shop shows one or more persons with which (an) visitor(s) might identify making
at that time use of (the) product(s) offered by the organization.
b. Recommending The online shop makes use of one or more persons with which (an) visitor(s) might identify
who recommends the product(s) offered by the organization (e.g., reviews).
Sometimes this code could be c. Giving Advice The online shop makes use of one or more persons with which (an) visitor(s) might identify
combined with a social proof code. who gives advice about (the) possibilities of the product(s) (e.g., experience of a traveller).
7.6 Identification Terms The online shop makes use of terms that indicates unity (e.g., family, everybody and all).
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Jij krijgt nu een aantal printscreens van een aantal websites te zien. Op deze printscreens staan ofwel rechthoeken, afgeronde rechthoeken
ofwel ovalen. De rechthoeken zijn de elementen waaraan ik één code van het codeerschema heb toegeschreven. Bij afgeronde rechthoeken
zijn dit er twee, en bij een ovaal drie. Er moet hierbij worden opgemerkt dat er altijd maar één code per Cialdini principe geldig is. Als er dus een
element van een website van een ovaal staat, dan weet je dus dat er één code van drie verschillende Cialdini principes geldig is.
Nu is het de bedoeling dat jij dezelfde code(s) als ik aan deze elementen toeschrijft. Om er voor te zorgen dat dit op dezelfde manier als bij mij
gebeurd, zou ik je nog wel even op het volgende willen attenderen:
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komen met het beeld dat je van de principe hebt. Om het overlap tussen bepaalde Cialdini principes zoveel mogelijk in te perken, heb ik
namelijk gebruik gemaakt van aangescherpte definities van Cialdini.
Verder heb ik nog een aantal opmerkingen over het codeerschema zelf:
 Om het codeerschema overzichtelijk te maken heb ik specifieke codes onder algemene codes geplaatst. Als een bepaald element van
de website onder één van de algemene codes valt, hoef je alleen nog naar de specifieke codes te kijken.
o Deel 1 zijn de items waarin een webshop een (potentiële) klant een commitment (vrijwillig, actief, openlijk en/of met veel
inspanning) laat maken.
o Deel 2 zijn de items waarin een webshop een (potentiële) klant herinnerd aan zijn/haar eerder gemaakte commitments.
o Deel 3 zijn de items waarin een webshop suggesties geeft aan de hand van eerdere commitments van de (potentiële) klant.
 In het codeerschema wordt er soms gesproken over een recommendation, review en rating. Wat is het verschil tussen deze items?
o Recommendation  Hierbij gaat het om een aanbeveling van een product/service of organisatie. Dit element staat los van een
review.
de recensent zelf.
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 De codes die bij authority staat, heb ik twee delen verdeeld.
o Deel 1 zijn de items die te maken hebben met externe partijen. Deze items zijn vaak controleerbaar.
o Deel 2 zijn de items die intern verkregen zijn.
stappen:
 Stap 1  Bekijk het element van de website met een rechthoek, afgeronde rechthoek of ovaal er om heen.
 Stap 3  Zoek in het bijpassende codeerschema van de definitie een item die het element het beste omschrijft. Lees de definities hierbij
goed door.
 Stap 4  Lees uit het codeerschema het bijpassende code van het item af, en voeg deze toe aan het element.
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the product(s) is(/are) not purchased from that organization), unexpected, and/or customized without expecting something in return. Note that suggestions
related to a commitment should not be attributed to a reciprocity code but to a consistency and commitment code.

Today).
app).
d. Product The online shop offers visitors without asking for irrelevant personal information (a) free product(s) that is not
related to the products offered by the organization (e.g., paper).
1.2 Product(s) Information a. General Product The online shop offers general information about products that the organization offers without asking for personal
1.4 Comparison Possibility a. Own Products The online shop offers visitors the opportunity to compare products with each other.
b. Third-Parties The online shop offers visitors the opportunity to compare the products offered by the organization with the same
products offered by other third-parties.
c. Data The online shop offers visitors the opportunity to compare the prices of different data with each other (e.g., +/- 3
days).
information.
b. Sample The online shop offers visitors free sample of a product for an underdetermined time without asking for irrelevant
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actively, openly and/or with a lot of effort) (see part 1), reminds the (potential) customers of an existing commitment (see part 2) and/or does suggestions
based on previous commitments of the (potential) customers (see part 3). All these activities should result in consistent beliefs, feelings and behaviour of the
(potential) customers that fits with the goals of the organization.
Table 57| Consistency & Commitment Techniques

2.1 (FB) Liking a. Product(s) The online shop offers visitors the opportunity to like a product offered by the
organization.
c. Other than Product(s) and/or The online shop offers visitors the opportunity to like elements of the website other than
Online Shop (a) product(s) and the online shop itself.
2.2 Sharing Existing Information Most of the time, code 2.2 could be combined with code 7.2.
About
a. Product(s) a. E-mail The online shop offers visitors the opportunity to share a product offered by the
organization with others by means of an e-mail.
b. Social Media The online shop offers visitors the opportunity to share a product offered by the
organization with others by means of social media.
c. Both The online shop offers visitors the opportunity to share a product offered by the
organization with others by means of both e-mail and social media.
b. Other Elements of the a. E-mail The online shop offers visitors the opportunity to share elements of the website other
Website than (a) product(s) with others by means of e-mail.
than (a) product(s) others by means of social media.
than (a) product(s) with others by means of both e-mail and social media.
2.3 Printing/ Downloading/ a1. One Product The online shop offers visitors the opportunity to print, download and/or order information
Ordering Information about a selected product offered by the organization.
a2. More Products The online shop offers visitors the opportunity to print, download and/or order information
about more than one product offered by the organization (e.g., brochure).
organization.
a. Product(s) The online shop offers visitors the opportunity to save a product by the organization (e.g.,
wishing list).
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Table 57 Continued| Consistency & Commitment Techniques
a. Online Shop and/or Action(s) a. Social Media The online shop offers visitors the opportunity to follow the online shop by means of
social media.
b. App The online shop offers visitors the opportunity to follow the (actions of) the online by
means of an app.
c. Newsletter The online shop offers visitors the opportunity to receive a newsletter (e.g., Allerhande
Box).
b. Product a. Price Alert The online shop sends visitors an e-mail when a product is priced low (e.g., discounts).
b. Stock Alert The online shop sends visitors an e-mail when a sold-out product is available again.
Rating positive recommendation and to give a positive rating about a product offered by the
organization.
Rating positive recommendation and to give a positive rating about the online shop or of the
online shop itself.
c. Publish a Recommendation a. Product(s) The online shop offers visitors the opportunity to recommend a product offered by the
organization.
b. Online Shop The online shop offers visitors the opportunity to recommend the online shop itself.
(also about reviews) c. Other than Product and/or the The online shop offers visitors the opportunity to recommend elements of the website
Online Shop (e.g., helpful other than the product(s) offered by the organization and/or the online shop itself (e.g.,
review) helpful review).
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d. Publish a Rating a. Product(s) The online shop offers visitors the opportunity to give a positive rating (by means of stars,
grade etc.) of a product offered by the organization.
itself.
c. Other than Product(s) and/or the The online shop offers visitors the opportunity to give a positive rating on elements of the
Online Shop website other than the product(s) offered by the organization and the online shop itself.
e. Publish Written Reactions a. About Product(s) and/or the The online shop offers visitors the opportunity to publish an online reaction on an open
Online Shop question about (a) product(s) and/or the online shop itself.
b. Not about Product(s) and/or the The online shop offers visitors the opportunity to publish online a positive comment about
Online Shop elements of the website other than on open questions about (a) product(s), and the
online shop itself.
2.7 Other a. Research (Survey, Voting and/or The online shop asks visitors to give their option about the online shop by means of filling
Panel) in a survey, voting and/or becoming member of a panel. The difference between 2.7a and
2.7c is that giving an opinion about the online shop is central instead of winning prizes.
b. Petition The online shop asks visitors to sign a petition.
Sometimes an unity code could c. Win Promotions The online shop offers visitors the opportunity to participate with win promotions (e.g.,
be added to 2.7a till 2.7d. survey). Winning prizes are central instead of giving an opinion about the online shop.
d. Membership The online shop offers visitors the opportunity to become a member of a membership
other than a panel (e.g., customer card, Join the Club and HMClub).
e. Selecting/Excluding The online shop offers visitors the opportunity to exclude (a) certain characteristic(s)
and/or to select (a) certain characteristic(s) that excludes other characteristics (e.g.,
styles, holiday themes and last minute wizard).
f. Full Information The online shop offers visitors the opportunity to request for more information in the case
no full information is given.
g. Free Sample The online shop offers visitors the opportunity to request for a free sample.
h1. Customized Suggestions The online shop offers visitors the opportunity to customize the offered suggestions (e.g.,
more of this).
h2. Personal Suggestions The online shop offers visitors the opportunity to sign up in order to receive personal
suggestions.
i. Collectibles The online shop offers visitors the opportunity to keep track of their collectibles (e.g.,
KLM houses).
2.8 Reminder
b. Other than Product(s) a. Searches The online shop reminds visitors of their searches at the website.
b. Recently Viewed The online shop shows the recently viewed elements of the website other than the
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Note that this code sometimes b. Other than Product(s) The online shop suggests similar elements of the website (other than products) that the
could be combined with code visitor may like based on their previous search interest.
3.6.
2.10 Related Product(s) a. Without Favourable Conditions The online shop shows products (e.g., shoelaces) related to the selected product (e.g.
shoes) without offering favourable conditions for these additional products.
This code sometimes could be b. With Favourable Conditions The online shop offers favourable conditions for additional products related to the
combined with social proof code selected items on the product page.
(an)other customer(s). Indications of social proof are also ascribed to this code (e.g., favourite products). A social proof code sometimes could be combined with authority if the source is
verified (5.2a3 or 5.8aa) and with an unity code if more information about the customer is given (e.g., 7.5).

a. Product(s) a. Without anything The online shop shows a positive individually written review (without recommendations
and ratings) about a product offered by the organization.
without ratings) about a product offered by the organization.
recommendations) about a product offered by the organization.
d. With Recommendations The online shop shows a positive individually written review (with recommendations and
and Ratings with ratings) about a product offered by the organization.
b. Online Shop a. Without anything The online shop shows a positive individually review (without recommendations and
b. With Recommendations The online shop shows a positive individually review (with recommendations and
without ratings) about the online shop itself.
d. With Recommendations The online shop shows a positive individually review (with recommendations and with
and Ratings ratings) about the online shop itself.
3.2 Summary of the Written Reviews a. Product(s) The online shows a summary of all the written reviews about a product offered by the
organization.
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3.3 Average Rating
a. In General a. Product(s) The online shop shows the positive average rating about (a) product(s) offered by the
organization.
c. Other than Product(s) and The online shop shows the positive average rating about other elements of the website
Online Shop than about (a) product(s) and the online shop itself.
organization.
a. Recommendations a. Product(s) The online shop shows the number of other customers who recommend a product
b. Online Shop The online shop shows the number of other customers who recommend the
organization itself.
(Also about Reviews) c. Other than Product(s) and The online shop shows the number of other customers who recommend other elements
Online Shop of the website than (a) product(s) and/or the organization itself (e.g., number of people
who recommend a review).
b. Positive Ratings a. Product(s) The online shop shows the number of positive ratings about (a) product(s) offered by
the organization without showing the average.
b. Online Shop The online shop shows the number of positive ratings about (an) online shop(s) without
showing the average.
c. Helpful Reviews The online shop shows the number of other customers who believe that a positive
review is helpfully.
d. Shares a. Product(s) The online shop shows the number of shares of (information about) (a) product(s)
c. Other than Product(s) and The online shop shows the number of shares of other elements than of (information
Online Shop about) (a) product(s) offered by the organization and/or the online shop itself.
e. Likes a. Product(s) The online shop shows the number of likes of (information about) (a) product(s) offered
by the organization.
c. Other than Product(s) and The online shop shows the number of likes of other elements than of (information
Online Shop about) (a) product(s) offered by the organization and/or the online shop itself.
h. Downloads The online shop shows the number of downloads.
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3.5 (Search and/or Buying) Behaviour of Sometimes this code could be combined with code 6.4.
Other(s)
a1. Previous Search Behaviour a1. One Product The online shop provides information about the previous search behaviour of (an)other
customer(s) regarding one specific product offered by the organization.
customer(s) regarding more than one product offered by the organization (e.g., others
also viewed).
organization.
a2. Current Search Behaviour a1. One Product The online shop provides information about the current search behaviour of (an)other
organization.
b1. Previous Buying Behaviour a. One Product The online shop provides information about the previous buying behaviour of (an)other
b. More Products The online shop provides information about the previous buying behaviour of (an)other
b2. Current Buying Behaviour a. One Product The online shop provides information about the current buying behaviour of (an)other
b. More Products The online shop provides information about the current buying behaviour of (an)other
c. Previous Search & Buying Combined a. One Product The online shop provides information about the previous search and buying behaviour
of (an)other customer(s) regarding of one specific product offered by the organization.
b. More Products The online shop provides information about the previous search and buying behaviour
of (an)other customer(s) regarding more than one product offered by the organization.
3.6 Indications of Popularity a. One Product The online shop makes use of an additional element that implies that a product is
popular (e.g., bestseller).
b. More Products The online shop makes use of an additional element that implies that more than one
product is popular.
3.7 Other Opinion a. Product(s) The online shop shows the products that according to customers are likeable.
Sometimes this code could be b. Other than Product(s) The online shop shows the elements of the website other than products that according
combined with code 2.9 and 2.10. to visitors are likeable (e.g., blogs and articles).
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organization. Be aware that likeable cues that are also indications of social proof should be attributed to a social proof code (e.g., bestseller and favourite products).

4.1 People Using the a. Attractive People The online shop shows attractive people who are using (a) product(s) offered by the organization (e.g., models).
Product(s)
b. Celebrities The online shop shows celebrities who are using (a) product(s) offered by the organization.
4.2 Additional Elements Note that sometimes two codes could be added to the same element. Look in this case to the noun and not to the adjective (e.g., popular deals should in
Indicating this case be added to 4.2a). If however authority attributes are used, 5.5b should be assigned.
a. Favourable Conditions Sometimes it is possible that an element of the website could be ascribed by both 4.2a and 4.2c. In this case, the current code is more about favourable
for Obtaining conditions that are temporary instead of fixed. When an element of the website could however be ascribed to both liking and scarcity (e.g., dagdeal,
lastminute), the element should be ascribed to a scarcity code.
a. One Product The online shop makes use of an additional element that implies that one product could be obtained under more
favourable conditions (e.g., last minute and free rebooking).
b. More Products The online shop makes use of an additional element that implies that more than one product could be obtained
under more favourable conditions.
b. (Environmentally) a. One Product The online shop makes use of an additional element that implies that a product is (environmentally) responsible.
Responsibility
b. More Products The online shop makes use of an additional element that implies that more than one product is
(environmentally) responsible.
c. Quality This code differs from code 5.1a in that by the current code the labels and awards are provided by internal sources instead of external authoritative sources,
and from 5.8ca in that the labels generally apply to a product and not to the online shop itself.
a. One Product The online shop makes use of an additional element that implies that a product is qualitative (e.g., tophotel and
recommended by the organization).
b. More Products The online shop makes use of an additional element that implies that more one product are qualitative (e.g.,
sponsored products).
d. Reliability The online shop makes use of an additional element that implies that a product is reliable (e.g., pictures of
customers and product videos).
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5. Authority techniques are defined as the different manners in which an organization makes use of authoritative sources that are not customers (by means of
authoritative cues that imply trustworthiness, goodness and/or expertise) and/or authoritative cues that imply trustworthiness, goodness and/or expertise of (a)
source.

5.1a Obtained Attributions Without Note that the difference between awards and labels is that every organization is in the possession to obtain a label (e.g., Thuiswinkel Waarborg),
Explanations while not every organization is in the possession to obtain awards (e.g., Best Webshop). The same applies for products.
b. Online Shop The online shop shows the requested labels of their online shop (e.g., Thuiswinkel Waarborg).
b. Awards a. Product(s) The online shop shows the obtained awards of the product(s) that the organization offers (e.g.,
5.1b Obtained Attributions and/or The online shop shows explanations about the obtained attributions and/or test results.
Test Results With Explanations
5.2 Collaboration a1. Associations The online shop is member from associations that represents the interests of the customers (e.g., SGR
and ANVR).
a2. Charities The online shop works together with charities (e.g., right 2 pay).
a3. External Review The online shop is in the possession of reviews that are acquired by means of external review partners.
Partners
a4. Sponsors The online shop shows the organizations they sponsor and/or the organizations sponsoring the online
shop.
a5. Other External The online shop shows the external partnerships with well-known, trusted parties (e.g., payment parties
Partners and package deliverers) other than associations, charities, external review partners and sponsors. Safety
labels are excluded from this code. They should be added to 5.1aad.
b. Internal Partners The online shop provides information about its internal partnerships (e.g., holding and subsidiaries).
5.3 Winner(s) The online shop provides information about the winner(s) of the win promotions.
5.4 Presence in the Media The online shop provides information about its positive presence in the media.
5.5 Recommending
a. By Independent Experts a1. One Product The online shop makes use of (an) independent expert(s) who recommend(s) a product offered by the
organization.
a2. More Products The online shop makes use of (an) independent expert(s) who recommend(s) more than one product
b. Online Shop The online shop makes use of (an) independent expert(s) who recommend(s) the online shop itself.
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5.5 Recommending
b. By Employees/ a. One Product The online shop recommends a product offered by the organization by making use of authority attributes (e.g.,
Organization titles and clothes).
When no authority cues are b. More Products The online shop recommends more than one product offered by the organization at the same time by making
used, code 4.2 should be use of authority attributes.
assigned.
5.6 General Advice from the a. With Authority The online shop gives general advice about the products they offer by making use of authority attributes.
Employees/ Organization Attributes
Sometimes this code could be b. Without Authority The online shop gives general advice about the products they offer without making use of authority attributes.
combined with 1.2. Attributes
5.7 Up to Date Offerings
a. New a. One Product The online shop shows that one specific product offered by the organization is new.
b. Soon Available a. One Product The online shop shows that one specific product offered by the organization will be available soon.
b. More Products The online shop provides that more than one product offered by the organization will be available soon.
5.8 Information About

b. Employee(s) a. With Authority The online shop introduces (an) employee(s) by making use of authority attributes.
Attributes
Attributes
c. Organizational a. USP The online shop provides information about its unique selling points (i.e., USP; characteristics why (an)
visitor(s) should choose for this organization and not for another). When the labels generally apply to one product
offered by the organization, code 4.2c should be added. Moreover, when another authority code could be added, most of
the time that other code should be added.
b. Active Years/ The online shop shows how many years the company is already active and/or the year of foundation.
Foundation
c. Physical Stores The online shop provides information about its physical stores.
d. CSR The online shop provides information about its corporate social responsibility (i.e., CSR).
e. Innovation The online shop provides information about its innovation that is not direct related to the offered products
(e.g., engineering of an airplane).
f. General The online shop provides general information among others about its history, culture and/or philosophy. This
Information code differs from the other codes of 5.8c in that more information than only the code from above is given.
5.9 Publications a. Folder The online shop is in the possession of a folder.
b. Press Releases The online shop is in the possession of press releases. Note that the press releases that are about external obtained
information, code 5.1b should be assigned (e.g., winning an award).
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6. Scarcity techniques are the different manners in which an organization emphasizes the (possible) loses of ((an) advantage(s) related to gaining) certain
product(s) and/or emphasizes that ((an) advantage(s) related to gaining) certain product(s) is/are limited and/or exclusive.

6.1 Deadline/Period
a. Without Countdown a. One Product The online shop makes use of a deadline and/or period without countdown that applies to ((an) advantage(s) related
to gaining) one specific product. After this deadline and/or period, (the advantage(s) related to gaining) the product is
(temporarily) unavailable or only available under less favourable conditions (e.g., higher prices and a shorter
warranty period).
b. More The online shop shows a deadline and/or period without countdown that applies to (gaining an advantage by) more
Products than one product at the same time. After this deadline, (the advantage(s) related to gaining) the products are
b. With Countdown a. One Product The online shop makes use of a deadline with countdown that applies to ((an) advantage(s) related to gaining) one
specific product. After this deadline, (the advantage(s) related to gaining) the product is (temporarily) unavailable or
b. More The online shop makes use of a deadline with countdown that applies to (gaining an advantage by) more than one
Products product at the same time. After this deadline, (the advantage(s) related to gaining) the products are (temporarily)
a1. Limited Stock a. One Product The online shop shows that a product offered by the organization is limited in stock with explicit mentioning that this
Through Demand is caused by demand.
b. More The online shop shows that more than one product offered by the organization is limited in stock with explicit
a2. Limited Stock Not a. One Product The online shop shows that a product offered by the organization is limited in stock without explicit mentioning that
Through Demand this is caused by demand.
b. More The online shop shows that more than one product offered by the organization is limited in stock without explicit
b. Unavailable Stock a. Through The online shop shows a product offered by the organization that sold out or (temporally) unavailable online with
b. Not through The online shop shows a product offered by the organization that sold out or (temporally) unavailable online without
c. Expectation a. Through The online shop expects that a product offered by the organization will be sold out in the near future with explicit
b. Not Through The online shop expects that a product offered by the organization will be sold out in the near future without explicit
a1. Exclusive Product(s) a. One Product The online shop shows a product offered by the organization that is only (1) online available, (2) available in their
online shop and/or (3) available for certain visitors.
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a1. Exclusive Product(s) b. More The online shop shows more than one product offered by the organization that are only (1) online available, (2)
Products available in their online shop and/or (3) available for certain visitors at the same time.
a2. Exclusive Actions The online shop offers an exclusive action that is only (1) online available, (2) available in their online shop and/or
(3) available for certain visitors.
b. Exclusive Edition a. One Product The online shop shows if a product offered by the organization is a limited edition.
Products
6.4 Behaviour of Others a. Behaviour of The online shop makes it possible for visitors to watch the search and/or buying behaviour of other visitors regarding
Others scarce products. This code could sometimes be combined with code 3.5.
6.5 Scarcity Language a1. Loss The online shop emphasizes what a visitor will lose if the visitor does not perform a particular performance (e.g.,
Language never miss the latest news, an additional discount when not buying another product).
a2. Loss The online shop emphasizes what a visitor has lost by not performing a particular performance.
Language
b. Scarcity The online shop makes use of urgency words like ‘now’, ‘fast’, ‘immediately’, ‘limited’, “while stock lasts”,
Words ‘gone=gone’ and ‘last minute’.
perceive themselves to be similar with in order to be persuaded and/or cues that might indicate unity and/or similarity. Other customer(s) is/are excluded from
this definition (see social proof) except when additional information about the customer(s) is/are given (e.g., a customer visited a city with friends).

No Code: Definition:
7. Giveaway Actions for a. Promotion Tool The online shop makes use of giveaway actions. When visitors buy (a) product(s) from the online shop,
1 Friends they receive a favour that is intended for their friends.
b. Nominating The online shop gives visitors the opportunity to nominate friends for receiving (a) product(s) offered by
the organization.
7. Recommending to It is not uncommon that when this code could be ascribed to an element of the online shop, code 2.2 could also be ascribed to the same element.
2 Friends
a. Product(s) The online shop offers visitors the opportunity to recommend a product offered by the organization to
others.
b. Online Shop The online shop offers visitors the opportunity to recommend the online shop itself to others.
c. Other than Product(s) and The online shop offers visitors the opportunity to recommend elements of the website other than (a)
Online Shop product(s) and/or the online shop itself to others.
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7. Collaboration a. Organization The online shop offers visitors the opportunity to work together with the organization (without asking).
3
b. Customers The online shop offers visitors the opportunity to work together with other customers (e.g., online forum).
c. Friends The online shop offers visitors the opportunity to work together with their friends (e.g., flight planner).
7. Supporting Visitors The online shop supports its visitors.
4
7. Identifiable Others a. Making Use The online shop shows one or more persons with which (an) visitor(s) might identify making at that time use
5 of (the) product(s) offered by the organization.
b. Recommending The online shop makes use of one or more persons with which (an) visitor(s) might identify who recommends
the product(s) offered by the organization (e.g., reviews).
Sometimes this code could be c. Giving Advice The online shop makes use of one or more persons with which (an) visitor(s) might identify who gives advice
combined with a social proof code. about (the) possibilities of the product(s) (e.g., experience of a traveller).
d. Other The online shop makes use of one or more persons with which (an) visitor(s) should identify in order to be
persuaded. This person makes no use, does not recommend and/or gives no advice about the product(s)
7. Identification Terms The online shop makes use of terms that indicates unity (e.g., family, everybody and all).
6
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Jij krijgt nu een aantal printscreens van een aantal websites te zien met:
 Oranje Rechthoeken  Dit zijn verwijzingen naar andere pagina’s.
 Gele en/of Rode Rechthoeken  Aan dit element heb ik één code toegeschreven.
 Gele en/of Rode Afgeronde Rechthoeken  Aan dit element heb ik twee codes toegeschreven.
 Gele en/of Rode Ovalen  Aan dit element heb ik drie verschillende codes toegeschreven.
Er geldt in alle gevallen dat er maximaal één code van één Cialdini principe aan een element van een website kan worden toegeschreven. Als
een element van een website dus omringd is door een ovaal, dan weet je dat er drie Cialdini principes van toepassing zijn. Van elk Cialdini
principe één code.
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Het verschil in kleur heeft te maken met het feit dat als het element rood omlijnd is, het om het gehele element gaat. In het geval van een gele
omlijning moet het element worden gezien als een onderdeel van het geheel.
gebeurt, zou ik je nog wel even op het volgende willen attenderen:
komen met het beeld dat je van het Cialdini principe hebt. Om overlap tussen bepaalde Cialdini principes zoveel mogelijk in te perken,
heb ik namelijk gebruik gemaakt van aangescherpte definities.
o Deel 2 zijn de items waarin een webshop een (potentiële) klant herinnert aan zijn/haar eerder gemaakte commitments.
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review.
de recensent zelf.
o Deel 1 zijn de items die te maken hebben met externe partijen. Deze items zijn vaak controleerbaar.
o Deel 2 zijn de items die intern verkregen zijn.
stappen:
 Stap 3  Zoek in het bijpassende codeerschema, de algemene code die het element het best omschrijft.
 Stap 4  Zoek vervolgens in de onderliggende codes naar de code die het element het beste omschrijft. Lees de definities hierbij goed
door.
 Stap 5  Voeg de gevonden code toe aan het element.
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the product(s) offered by the organization is(/are) not purchased from that organization), unexpected, and/or customized without expecting something in
return.

Today).
app).
d. Product The online shop offers visitors without asking for irrelevant personal information (a) free product(s).
1.2 Product(s) Information a. General Product The online shop offers general information about products that the organization offers without asking for
Information personal information (e.g., hints and advice).
1.4 Comparison Possibility a. Own Products The online shop offers visitors the opportunity to compare the offered products with each other.
b. Third-Parties The online shop offers visitors the opportunity to compare the products offered by the organization with the
same products offered by other third-parties.
c. Data The online shop offers visitors the opportunity to compare the prices of different data with each other (e.g., +/- 3
days).
information.
b. Sample The online shop offers visitors free sample of a product for an underdetermined time without asking for irrelevant
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actively, openly and/or with a lot of effort) (see part 1), makes use of programs that promote consistency (see part 2), reminds the (potential) customers of an
existing commitment (see part 3) and/or does suggestions based on previous commitments of the (potential) customers (see part 4). All these activities should
result in consistent beliefs, feelings and behaviour of the (potential) customers that fits with the goals of the organization.
Table 64| Commitment and Consistency Techniques

2.1 (FB) Liking a. (Information about) Product(s) The online shop offers visitors the opportunity to like (information about) a (category of
a) product(s) offered by the organization.
c. Other Elements The online shop offers visitors the opportunity to like elements of the website other than
(information about) a (category of a) product(s) and the online shop itself.
2.2 Sharing Most of the time, code 2.2 could be combined with code 4.2.
a. (Information about) a. E-mail The online shop offers visitors the opportunity to share (information about) a (category of
Product(s) a) product(s) offered by the organization with others by means of an e-mail.
b. Social Media The online shop offers visitors the opportunity to share (information about) a (category of
a) product(s) offered by the organization with others by means of social media.
c. Both The online shop offers visitors the opportunity to share (information about) a (category of
a) product(s) offered by the organization with others by means of both e-mail and social
media.
b. Other Elements (e.g., a. E-mail The online shop offers visitors the opportunity to share elements of the website other
articles and blogs) than (information about) a (category of a) product(s) that the organization offers with
others by means of e-mail.
than (information about) a (category of a) product(s) offered by the organization with
others by means of social media.
than (information about) a (category of a) product(s) offered by the organization with
others by means of both e-mail and social media.
2.3 Printing/ Downloading/ a1. One Product The online shop offers visitors the opportunity to print, download and/or order
Ordering Information information about a selected product offered by the organization.
a2. More Products The online shop offers visitors the opportunity to print, download and/or order
information about more than one product offered by the organization (e.g., brochure and
wishing list).
organization.
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Table 64 Continued| Commitment and Consistency Techniques
a. Product(s) The online shop offers visitors the opportunity to save a product offered by the
organization (e.g., wishing list).
a. Online Shop and/or a. Social Media The online shop offers visitors the opportunity to follow the online shop and/or action(s)
Action(s) by means of social media.
b. App The online shop offers visitors the opportunity to follow the online shop and/or action(s)
by means of an app.
c. Newsletter The online shop offers visitors the opportunity to receive a newsletter.
b. Product a. Price Alert The online shop sends visitors an e-mail when a product changes from price (e.g.,
discounts).
b. Stock Alert The online shop sends visitors an e-mail when a (sold-out) product is available (again).
d. With Recommendation and Rating The online shop offers visitors the opportunity to publish a positive review, to give a
positive recommendation and to give a positive rating about a product offered by the
organization.
d. With Recommendation and Rating The online shop offers visitors the opportunity to publish a positive review, to give a
positive recommendation and to give a positive rating about the online shop or of the
online shop itself.
c. Publish a a. Product(s) The online shop offers visitors the opportunity to recommend a product offered by the
Recommendation organization.
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c. Publish a b. Online Shop The online shop offers visitors the opportunity to recommend the online shop itself.
Recommendation
(also about reviews) c. Other than Product(s) and/or the The online shop offers visitors the opportunity to recommend elements of the website
Online Shop (e.g., helpful review) other than the product(s) offered by the organization and/or the online shop itself (e.g.,
helpful review).
d. Publish a Rating a. Product(s) The online shop offers visitors the opportunity to give a positive rating (by means of
stars, grade etc.) of a product offered by the organization.
itself.
c. Other than Product(s) and/or the The online shop offers visitors the opportunity to give a positive rating on elements of the
Online Shop website other than about the product(s) offered by the organization and the online shop
itself.
e. Publish Written Reactions a. About Product(s) and/or the Online The online shop offers visitors the opportunity to publish an online reaction on an open
Shop question about (a) product(s) and/or the online shop itself.
b. Not about Product(s) and/or the The online shop offers visitors the opportunity to publish online a positive comment
Online Shop about elements of the website other than on open questions about (a) product(s), and
the online shop itself.
2.7 Participate The codes 2.7b and 2.7c differ from each other in that in code 2.7b giving an option about the online shop is central and in code 2.7c
winning prizes.
a. Petition The online shop asks visitors to sign a petition.
b. Research (Survey, Voting and/or The online shop asks visitors to give their option about the online shop by means of
Panel) filling in a survey, voting and/or becoming member of a panel.
c. Win Promotions The online shop offers visitors the opportunity to participate with win promotions (e.g.,
survey).
d. Membership The online shop offers visitors the opportunity to register for a membership other than a
panel (e.g., HMClub).
e. Tool The online shop gives visitors the opportunity to make use of a tool in order to find the
most suitable product(s) (e.g., last minute wizard).
2.8 Customize Suggestions a. Sign up/ Register The online shop offers visitors the opportunity to sign up and/or register in that personal
suggestions are shown.
b. Customize The online shop offers visitors the opportunity to customize the offered suggestions
(e.g., more of this).
2.9 Other a. Full Information The online shop offers visitors the opportunity to contact the organization, to register
and/or to sign up in order to receive the full information.
b. Appointment The online shop offers visitors the opportunity to make an appointment with the
organisation.
c. Free Sample The online shop offers visitors the opportunity to request for a free sample.
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2.9 Other d. Check Store Inventory / Make a The online shop offers visitors the opportunity to check the store inventory and/or to
reservation make a reservation.
e. Find a Store The online shop offers visitors the opportunity to find a store nearby. Note that this code
should be combined with 6.8cc.
f. Selecting/Excluding The online shop offers visitors the opportunity to exclude (a) certain characteristic(s)
and/or to select (a) certain characteristic(s) that excludes other characteristics (e.g.,
styles and holiday themes).
2.10 Loyalty Programs The online shop makes use of programs that promotes buying from the organization
(e.g., KLM Houses, Vivo pans and free gifts).
2.11 Reminder
b. Other than Product(s) a. Saved The online shop reminds visitors of the elements of the website other than product(s)
they saved.
b. Search Request The online shop shows the recently search request of the visitor.
c. Recently Viewed The online shop shows the recently viewed elements of the website other than the
In the case code 2.12 and 2.13 applies to the same element of the online shop, code 2.12 should be assigned. In the case
suggestions are given without using cookies, code 5.2d should be assigned.
b. Other than Product(s) The online shop suggests similar elements of the website (other than products) that the
visitor may like based on their previous search interest.
2.13 Complementary Product(s) In the case there are products with and without favourable conditions, code 2.13a should be assigned.
a. Without Favourable Conditions The online shop shows products (e.g., shoelaces) related to the selected product (e.g.
shoes) without offering favourable conditions for these additional products (e.g., bonus
koken).
b. With Favourable Conditions The online shop offers favourable conditions for additional products related to the
selected items on the product page.
(an)other customer(s) and/or makes use of indications of social proof that fits with the goal of the organization.
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a. Product(s) a. Without anything The online shop shows a positive individually written review (without recommendations and
ratings) about (a) product(s) offered by the organization.
without ratings) about (a) product(s) offered by the organization.
recommendations) about (a) product(s) offered by the organization.
d. With Recommendations The online shop shows a positive individually written review (with recommendations and with
and Ratings ratings) about (a) product(s) offered by the organization.
b. Online Shop a. Without anything The online shop shows a positive individually review (without recommendations and ratings)
about the online shop itself.
b. With Recommendations The online shop shows a positive individually review (with recommendations and without
d. With Recommendations The online shop shows a positive individually review (with recommendations and with ratings)
and Ratings about the online shop itself.
3.2 Summary of the Written a. Product(s) The online shows a summary of all the written reviews about a product offered by the
Reviews organization.
3.3 Average Rating
a. In General a1. One Product The online shop shows the positive average rating about one product offered by the
organization. This code could sometimes be combined with authority if the source is verified (6.2a2 extern
or 6.8aa intern).
a2. More Products The online shop shows the positive average rating about more than one product offered by the
organization (e.g., category).
c. Other than Product(s) and The online shop shows the positive average rating about other elements of the website than
Online Shop about (a) product(s) and the online shop itself.
organization.
a. Recommendations a. Product(s) The online shop shows the number of other customers who recommend a product offered by
the organization.
b. Online Shop The online shop shows the number of other customers who recommend the organization itself.
(Also about Reviews) c. Other than Product(s) and The online shop shows the number of other customers who recommend other elements of the
Online Shop website than (a) product(s) and/or the organization itself (e.g., number of people who
recommend a review).
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b. Positive Ratings a. Product(s) The online shop shows the number of positive ratings about (a) product(s) offered by the
organization without showing the average.
b. Online Shop The online shop shows the number of positive ratings about (an) online shop(s) without
showing the average.
c. Helpful Reviews The online shop shows the number of other customers who believe that a positive review is
helpfully.
d. Shares a. Product(s) The online shop shows the number of shares of (information about) (a) product(s) offered by
the organization.
c. Other than Product(s) and The online shop shows the number of shares of other elements than of (information about) (a)
e. Likes a. Product(s) The online shop shows the number of likes of (information about) (a) product(s) offered by the
organization.
c. Other than Product(s) and The online shop shows the number of likes of other elements than of (information about) (a)
h. Readers The online shop shows the number of readers of an article.
i. Customers The online shop shows the number of customers.
3.5 Search and/or Buying Sometimes this code could be combined with code 7.4. Moreover, 3.5a could sometimes be combined with 4.5d.
a. Search Behaviour a1. One Product The online shop provides information about the search behaviour of (an)other customer(s)
regarding one product offered by the organization.
a2. More Products The online shop provides information about the search behaviour of (an)other customer(s)
regarding more than one product offered by the organization (e.g., others also viewed).
b. Other than Product(s) The online shop provides information about the search behaviour of (an)other customer(s)
regarding another element of the website than product(s) offered by the organization.
b. Buying Behaviour a. One Product The online shop provides information about the buying behaviour of (an)other customer(s)
regarding one product offered by the organization.
b. More Products The online shop provides information about the buying behaviour of (an)other customer(s)
regarding more than one product offered by the organization.
c. Search & Buying Combined a. One Product The online shop provides information about the search and buying behaviour of (an)other
customer(s) regarding one product offered by the organization.
b. More Products The online shop provides information about the search and buying behaviour of (an)other
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3.7 Other Behaviour of Other(s) a. Making Use The online shop shows evidence of (an)other customer(s) making use of the product offered by
the organization.
b. Giving Advice The online shops shows (an)other customer(s) giving advice about the offered product(s).
3.8 Popularity Indications a. One Product The online shop makes use of (an) additional element(s) that implies that a product e is popular
(e.g., bestseller).
b. More Products The online shop makes use of (an) additional element(s) that implies that (a category of) more
than one product is popular.
c. Ranking The online shop ranks the most popular products on top.
d. Other than Product(s) and The online shop makes use of (an) additional element(s) that implies that an element of the
Rankings website other than a product is popular.
3.9 Likeable Indications a. Product(s) The online shop makes use of (an) additional element(s) that implies that others perceive the
product(s) offered by the organization as likeable.
b. Other than Product(s) The online shop makes use of (an) additional element(s) that implies that others perceive the
elements of the website other than product(s) offered by the organization as likeable.
perceive themselves to be similar with in order to be persuaded and/or cues that might indicate and/or might result in unity and/or similarity with the (potential)
customer(s).

4.1 Giveaway Actions for Friends a. Promotion Tool The online shop makes use of giveaway actions. When visitors buy (a) product(s) from the online shop,
they receive a favour that is intended for their friends.
b. Nominating The online shop gives visitors the opportunity to nominate friends for receiving (a) product(s) offered by the
organization.
c. Presents The online shop emphasizes that a customer should buy (a) product(s) for their friends.
4.2 Sharing with Friends It is not uncommon that when this code could be ascribed to an element of the online shop, code 2.2 could also be ascribed to the same element.
a. Product(s) The online shop offers visitors the opportunity to share (information about) product(s) offered by the
organization with others.
b. Online Shop The online shop offers visitors the opportunity to share (information about) the online shop itself with
others.
c. Other than Product(s) The online shop offers visitors the opportunity to share elements of the website other than (information
and Online Shop about) the product(s) and/or the online shop itself with others.
4.3 Collaboration a. Organization The online shop offers visitors the opportunity to work together with the organization (without asking).
b. Customers The online shop offers visitors the opportunity to work together with (an)other customer(s) (e.g., online
forum).
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4.3 Collaboration c. Friends The online shop offers visitors the opportunity to work together with one or more friends (e.g., flight
planner).
4.4 Supporting Visitors The online shop supports its visitors.
4.5 Identifiable Others a. Making Use The online shop shows one or more persons with which (an) visitor(s) might identify making use of (the)
product(s) offered by the organization (e.g., vlog).
b. Recommending The online shop makes use of one or more persons with which (an) visitor(s) might identify who
recommends the product(s) offered by the organization (e.g., reviews). Note that when indications of authority
are used, code 6.6 should also be ascribed.
c. Giving Advice The online shop makes use of one or more persons with which (an) visitor(s) might identify who gives
advice about (the) possibilities of the product(s) (e.g., experience of a traveller).
d. Search Behaviour The online shop provides information about the search behaviour of (a) similar customer(s), who watched
the same product(s) of the visitor, regarding one or more products offered by the organization (e.g., others,
who watched this product, also viewed). Note that this code should be combined with 3.5a.
Sometimes this code could be e. Other The online shop makes use of one or more persons with which (an) visitor(s) should identify in order to be
combined with a social proof code persuaded. At that time, this person makes no use, does not recommend and/or gives no advice about the
and/or 6.6. product(s) offered by the organization.
4.6 Identification Terms The online shop makes use of terms which the visitor can identify with (e.g., family, everybody and all).
organization.

5.1 People Using the a. Attractive People The online shop shows one or more attractive persons who are using (a) product(s) offered by the organization
Product(s) (e.g., models).
b. Celebrities The online shop shows one or more celebrities who are using (a) product(s) offered by the organization.
5.2 Additional Elements This code differs from 5.3 in that 5.2 focuses on elements (e.g., logo, titles, videos and pictures) while 5.3 focuses on detailed
Indicating descriptions. This code differs from 5.4 in that 5.4 is not about elements but about written sentences.
a. Favourable Conditions The current code is more about favourable conditions that indicate temporality instead of fixedness. However, applications of scarcity
for Obtaining should be attributed to 7.5 (e.g., lastminute).
a. One Product The online shop makes use of an additional element that implies that one product could be obtained under
more favourable conditions.
b. More Products The online shop makes use of an additional element that implies that more than one product could be obtained
under more favourable conditions.
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5.2 Additional Elements This code differs from 5.3 in that 5.2 focuses on elements (e.g., logo, titles, videos and pictures) while 5.3 focuses on detailed
Indicating descriptions. This code differs from 5.4 in that 5.4 is not about elements but about written sentences.
b. (Environmentally) a. One Product The online shop makes use of an additional element that implies that a product is (environmentally) responsible.
Responsibility
b. More The online shop makes use of an additional element that implies that more than one product is (environmentally)
Products responsible.
c. Quality The labels and awards are provided by internal sources instead of external authoritative sources (as 6.1a). When however authority
attributes are used, code 6.5b should be assigned.
a. One Product The online shop makes use of an additional element that implies that a product is qualitative and/or has a good
price-quality ratio (e.g., recommended, hint and tophotel).
b. More The online shop makes use of an additional element that implies that more than one product is qualitative and/or
Products have a good price-quality ratio.
d. Importance Products that are new and/or will be available soon, should be assigned to 6.7. Product suggestions that are not based on cookies,
should be assigned to this code.
a. One Product The online shop makes use of an additional element that implies that a product is of importance (e.g., in the
spotlight).
b. More The online shop makes use of an additional element that implies that more than one product is of importance (e.g.,
Products sponsored products).
e. Reliability a. One Product The online shop makes use of (an) additional element(s) that implies that a product offered by the organization is
(e.g., videos and reliable.
pictures).
b. More The online shop makes use of (an) additional element(s) that implies that more than one product offered by the
Products organization is reliable.
5.3 USP of Product(s) a. One Product The online shop emphasizes one or more advantage(s) of one product offered by the organization.
b. More The online shop emphasizes one or more advantage(s) of more than one product offered by the organization.
Products
6. Authority techniques are defined as the different manners in which an organization makes use of authoritative sources, that are not customers, (by means
of authoritative cues that imply trustworthiness, goodness and/or expertise) and/or authoritative cues that imply trustworthiness, goodness and/or expertise of
the online shop.
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6.1 Obtained Attributions Note that the difference between awards and labels is that every organization is in the possession to obtain a label (e.g., Thuiswinkel Waarborg), while
not every organization is in the possession to obtain awards (e.g., Best Webshop). The same applies for products.
a. Without Descriptions
b. Online Shop/ The online shop shows the requested labels of their online shop and/or employees (e.g., Thuiswinkel Waarborg).
Employees
b. Awards a. Product(s) The online shop shows the obtained awards of the product(s) that the organization offers (e.g., hardware.info and
best tested).
b With Descriptions The online shop shows gives detailed descriptions about the obtained attributions.
6.2 Collaboration a1. Associations The online shop is member from one or more associations that represent(s) the interests of the customers (e.g.,
SGR and ANVR).
a2. Charities The online shop works together with one or more charities (e.g., right 2 pay).
a3. Review Partners The online shop works together with one or more external partners that collect the reviews for the organization.
a4. Sponsors The online shop shows one or more organizations that they sponsor and/or the organization(s) sponsoring the
online shop.
a5. Attached Brands The online shop shows the brand(s) of the products that the online shop sells.
a6. Other External The online shop shows the external partnership(s) with (a) well-known, trusted party/parties other than
Partners associations, charities, external review partners and sponsors (e.g., Airbnb, booking.com, payment parties and
package deliverers). Safety labels are excluded from this code. They should be added to 6.1aad.
b. Internal Partners The online shop provides information about its internal partnership(s) (e.g., holding and subsidiaries).
6.3 Winner(s) The online shop provides information about the winner(s) of the win promotions.
6.4 Media Presence The online shop provides information about its positive presence in the media.
6.5 Recommending Note that when personal information about the source is given, code 4.5b should also be ascribed.
a. By Identifiable a1. One Product The online shop makes use of (an) identifiable independent expert(s) who recommend(s) a product offered by
Independent Experts the organization.
a2. More Products The online shop makes use of (an) identifiable independent expert(s) who recommend(s) more than one product
b. Online Shop The online shop makes use of (an) identifiable independent expert(s) who recommend(s) the online shop itself.
b. By Employees/ a. One Product The online shop recommends a product offered by the organization by making use of authority attributes (e.g.,
Organization titles and clothes).
b. More Products The online shop recommends more than one product offered by the organization at the same time by making use
of authority attributes. When no authority attributes are used, 5.2c or 5.2d should be added.
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6.6 General Advice from Sometimes this code could be combined with 1.2 and/or 4.5. Note that code 6.6 differs from code 6.5b in that at code 6.6 general
Employees/ Organization advice about the products is given.
a. With Authority The online shop gives general advice about the products they offer by making use of authority
Attributes attributes.
b. Without Authority The online shop gives general advice about the products they offer without making use of authority
Attributes attributes.
a. New a. One Product The online shop shows that one specific product offered by the organization is new.
b. Soon Available a. One Product The online shop shows that one specific product offered by the organization will be available soon.
b. More Products The online shop provides that more than one product offered by the organization will be available
soon.
6.8 Elements About
b. Employee(s) a. With Authority The online shop introduces (an) employee(s) by making use of authority attributes.
Attributes
Attributes
c. Organizational a1. USP list The online shop sums up its unique selling points (i.e., USP; characteristics why (an) visitor(s) should
choose for this organization and not for another).
a2. USP explained The online shop provides detailed information about one or more unique selling points.
b. Foundation The online shop shows how many years the company is already active and/or the year of foundation.
c. Physical Stores The online shop provides information about its physical stores. Note that most of the time this code
should be combined with 2.9d.
d. Pictures/Videos The online shop provides pictures and/or videos regarding to its organization.
e. CSR The online shop provides information about its corporate social responsibility (i.e., CSR). Note that code
6.2a2 should be attributed when information is given about a charity with which the organizations works together.
f. Developments The online shop provides information about its developments.
g. Warnings The online shop warns customers for fraud, spam and/or phishing.
h. Financial Info The online shop shows financial information about their performance.
i. General Info The online shop provides general information about the organization like its history, offerings, culture
and/or philosophy.
6.9 Publications a. Folder/Brochure The online shop is in the possession of a folder and/or brochure.
b. Press Releases The online shop is in the possession of press releases.
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7. Scarcity techniques are the different manners in which an organization emphasizes the (possible) loses of (an) advantage(s) and/or action(s) (related to
gaining certain product(s)) and/or the (possible) loses of certain product(s) and/or emphasizes that (an) advantage(s) and/or action(s) (related to gaining
certain product(s)) and/or certain product(s) is/are limited and/or exclusive.

7.1 Deadline/Period
a. Without a. One The online shop makes use of a deadline and/or period without countdown that applies to ((an) advantage(s) related to
Countdown Product gaining) one specific product. After this deadline and/or period, (the advantage(s) related to gaining) the product is
(temporarily) unavailable or only available under less favourable conditions (e.g., higher prices and a shorter warranty period).
b. More The online shop shows a deadline and/or period without countdown that applies to (gaining (an) advantage(s) by) more than
Products one product at the same time. After this deadline, (the advantage(s) related to gaining) the products are (temporarily)
b. With Countdown a. One The online shop makes use of a deadline with countdown that applies to ((an) advantage(s) related to gaining) one specific
Product product. After this deadline, (the advantage(s) related to gaining) the product is (temporarily) unavailable or only available
under less favourable conditions.
b. More The online shop makes use of a deadline with countdown that applies to (gaining an advantage by) more than one product at
Products the same time. After this deadline, (the advantage(s) related to gaining) the products are (temporarily) unavailable or only
available under less favourable conditions.
a. Limited Stock a. One The online shop shows that a product offered by the organization is limited in stock.
Product
b. More The online shop shows that more than one product offered by the organization is limited in stock.
Products
b. Unavailable The online shop shows a product offered by the organization that sold out or (temporally) unavailable online.
Stock
c. Expectation The online shop expects that a product offered by the organization will be sold out in the near future.
7.3 Exclusive Note that 7.3c and 7.3d differ from each other in that 7.3c is about temporary advantages, while 7.3d is about permanent advantages.
a. Product(s) a. One The online shop shows a product offered by the organization that is only (1) online available, (2) available in their online shop
Product and/or (3) available for certain visitors.
b. More The online shop shows more than one product offered by the organization that are only (1) online available, (2) available in
Products their online shop and/or (3) available for certain visitors at the same time.
b. Edition a. One The online shop shows if a product offered by the organization is a limited edition.
Product
Products
c. Actions a. One The online shop offers an action that is only (1) online available, (2) available in their online shop and/or (3) available for
Product certain visitors, and that applies to one specific product.
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c. Actions b. More The online shop offers an action that is only (1) online available, (2) available in their online shop and/or (3) available for
Products certain visitors, and that at that time applies to more than one product.
d. Advantages The online shop makes use of one or more advantages that are only available for certain visitors.
7.4 Behaviour of a. Behaviour of The online shop makes it possible for visitors to watch the search and/or buying behaviour of other visitors regarding
Others Others scarce products. This code could sometimes be combined with code 3.5.
7.5 Scarcity a. Loss The online shop emphasizes what a visitor will lose if the visitor does not perform a particular performance (e.g., never miss
Language Language the latest news and an additional discount when not buying another product) and/or has lost by not performing a particular
performance.
b1. One Product The online shop makes use of urgency words (e.g., ‘now’, ‘fast’, ‘immediately’, ‘limited’, “while stock lasts”, ‘gone=gone’ and
‘last minute’) that applies to one specific product.
b2. More The online shop makes use of urgency words (e.g., ‘now’, ‘fast’, ‘immediately’, ‘limited’, “while stock lasts”, ‘gone=gone’ and
Products ‘last minute’) that applies to more than one product at the same time.
In order to minimize overlap, you should be aware of the following points:

 Customized suggestions are excluded from the reciprocity principle.
 When an element in its entirety could be ascribed by liking but also by another Cialdini principle, the other Cialdini principle should be assigned.
 Customers in general are excluded from the unity principle, unless additional personal information about the customer(s) is/are given.
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To what extent and in which manner do the top ten most used online retail shops and the top ten most used online travel shops in the
Netherlands make use of the seven principled identified by Cialdini in their website design?

Jij krijgt nu een aantal printscreens van één of meerdere websites te zien met:
 Oranje Rechthoeken  Dit zijn verwijzingen naar andere pagina’s. Hier hoef je niets mee te doen. Binnen de oranje rechthoeken staan
soms zwarte en blauwe rechthoeken, hier hoef je ook niets mee te doen.
 Gele en/of Rode Rechthoeken  Aan dit element heb ik één code toegeschreven.
 Gele en/of Rode Afgeronde Rechthoeken  Aan dit element heb ik twee codes toegeschreven.
 Gele en/of Rode Ovalen  Aan dit element heb ik drie verschillende codes toegeschreven.
Er geldt in alle gevallen dat er maximaal één code van één Cialdini principe aan een element van een website kan worden toegeschreven. Als
een element van een website dus omringd is door een ovaal, dan weet je dat er drie Cialdini principes van toepassing zijn. Van elk Cialdini
principe één code.
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Het verschil in kleur heeft te maken met het feit dat als het element rood omlijnd is, het om het gehele element gaat. In het geval van een gele
omlijning moet het element worden gezien als een onderdeel van het geheel.
gebeurt, zou ik je nog wel even op het volgende willen attenderen:
komen met het beeld dat je van het Cialdini principe hebt. Om overlap tussen bepaalde Cialdini principes zoveel mogelijk in te perken,
heb ik namelijk gebruik gemaakt van aangescherpte definities.
o Deel 2 zijn de items waarin een webshop gebruik maakt van programma’s die consistency promoten.
o Deel 3 zijn de items waarin een webshop een (potentiële) klant herinnert aan zijn/haar eerder gemaakte commitments.
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o Deel 1 richt zich op elementen van de website die afkomstig zijn van externe bronnen en/of over externe bronnen gaan.
o Deel 2 richt zich op elementen van de website die afkomstig zijn van interne bronnen en over de interne bronnen gaan.
review.
de recensent zelf.
 In het codeerschema wordt er soms gesproken over authority cues en liking cues. Wat is het verschil tussen deze cues?
o Authority cues worden gebruikt om positieve associaties met de webshop te creëren.
o Liking cues worden gebruikt om positieve associaties met de producten en/of diensten te creëren.
stappen:
 Stap 2  Bepaal bij welk principe van Cialdini aan de hand van mijn definities (zie ander formulier). Lees de definities van Cialdini hierbij
goed door.
 Stap 3  Kijk of er een speciale aandachtspunten zijn waarmee rekening moet worden gehouden (zie onderaan codeerschema).
 Stap 4  Zoek in het bijpassende codeerschema, de algemene code die het element het best omschrijft op.
 Stap 5  Kijk of er speciale aandachtspunten zijn waarmee rekening moet worden gehouden (zie cursieve letters in het codeerschema).
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 Stap 6  Zoek vervolgens in de onderliggende codes naar de code die het element het beste omschrijft. Lees de definities hierbij goed
door.
 Stap 7  Kijk of er speciale aandachtspunten zijn waarmee rekening moet worden gehouden (zie cursieve letters in codeerschema).
 Stap 6  Voeg de gevonden code toe aan het element.
Houdt tijdens het volgen van het stappenplan het volgende in je achterhoofd:
 Vraag je tijdens het coderen in alle tijden af wat de organisatie er mee zou willen bereiken en hoe mogelijke bezoekers er door
beïnvloed kunnen worden.
 In het geval de organisatie gebruikt maakt van toepassingen waarbij de bezoeker een activiteit zou moeten uitvoeren, dan gaat het om
de uitvoering van deze activiteit.
 Soms wordt het aan de hand van de website niet helemaal duidelijk wat er nou met een bepaald element wordt bedoeld in dit geval zou
ik je willen vragen om de website en/of een externe website er bij te zoeken.
 Bestemmingen worden over het algemeen gezien als diensten. In de meeste gevallen kan een dergelijk element daarom worden
toegeschreven aan code die betrekking heeft op een product en/of dienst. Uitzonderingen zijn de codes die betrekking hebben op een
categorie. In dit geval zou het element aan een dergelijke categorie moeten worden toegevoegd.
 Bij de analyse van een artikel gaat het om de inhoud van de artikel (e.g., blogs). Persberichten, waarnaar wordt gerefereerd op een
pagina met persberichten, vormen hierbij een uitzondering op. In dit geval gaat het namelijk over de vorm. Behalve wanneer er naar een
persbericht wordt gerefereerd op een random pagina. In dit geval wordt de inhoud van het persbericht geanalyseerd.
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1. Reciprocity techniques are defined as the different manners in which the online shop offers (potential) customers a favour that is meaningful (when the
product(s) offered by the online shop is(/are) not purchased from that organization), unexpected, and/or customized without expecting something in return.

1.1 Free Entertainment and/or a. Website The online shop offers visitors entertainment and/or information by means of content on a
Information website without asking for personal information (e.g., blog, article and recipe). When information
about (a) product(s) offered by the online shop is given, code 1.2 should be added.
b. Social Channel The online shop offers visitors entertainment and/or information by means of a social channel
without asking for irrelevant personal information (e.g., Appie Today).
c. App The online shop offers visitors entertainment and/or information by means of (a) free app(s)
without asking for irrelevant personal information (e.g., free kindle app).
1.2 Product(s) Information a. General Product The online shop offers visitors general information about (a category of) products without asking
Information for personal information (e.g., hints and advice).
Sometimes it could be combined with b. Specific Product The online shop offers visitors specific information about a product without asking for personal
code 6.6. Information information (e.g., plus/minus points).
1.3 (Customized) Personal Advice The online shop offers visitors (customized) personal advice regarding (a) (category of)
product(s) without asking for irrelevant personal information (e.g., size guide).
1.4 Third-Parties a. Comparison With The online shop offers visitors the opportunity to compare (a) product(s) offered by the online
shop with the same product(s) offered by third-parties.
b. Buying From The online shop offers visitors the opportunity to buy (a) product(s) not only from the online shop
itself but also from third-parties.
d. Appointment The online shop gives visitors the opportunity to make a non-binding appointment with the
organization.
1.6 Free Samples a. Voucher The online shop offers visitors free gift vouchers without sale conditions and without asking for
b. Sample The online shop offers visitors s free sample of a product for an underdetermined time without
asking for irrelevant personal information.
1.7 Free Product(s) The online shop offers visitors (a) free product(s) without asking for irrelevant personal
information.
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2.1 (FB) Liking a. (Information about) Product(s) Visitors are given the opportunity to like (information about) (a)
(category of) product(s) offered by the online shop.
c. Other Element(s) Visitors are given the opportunity to like an element other than
(information about) (a) (category of a) product(s) and the online
shop.
a. (Information about) Product(s) a. E-mail Visitors are given the opportunity to share (information about) (a)
(category of a) product(s) offered by the online shop by means of an
e-mail.
b. Social Media Visitors are given the opportunity to share (information about) (a)
(category of a) product(s) offered by the online shop by means of
social media.
c. Both Visitors are given the opportunity to share (information about) (a)
(category of a) product(s) offered by the online shop by means of
both e-mail and social media.
b. Other Element(s) (e.g., articles, blogs, and a. E-mail Visitors are given the opportunity to share an element other than
pages) (information about) (a) (category of a) product(s) offered by the
online shop by means of e-mail.
b. Social Media Visitors are given the opportunity to share an element other than
(information about) (a) (category of a) product(s) offered by the
online shop by means of social media.
c. Both Visitors are given the opportunity to share an element other than
(information about) (a) (category of a) product(s) offered by the
online shop by means of both e-mail and social media.
2.3 Printing/ Downloading/ Ordering Information a1. One Product Visitors are given the opportunity to print, download and/or order
information about a specific product offered by the online shop.
a2. More Products Visitors are given the opportunity to print, download and/or order
information about (a category of) products offered by the online
shop at the same time (e.g., brochure and wishing list).
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2.3 Printing/ Downloading/ Ordering Information b. Other than Product(s) Visitors are given the opportunity to print, download and/or order
information other than information about (a) (category of) (a)
product(s) offered by the online shop.
2.4 Saving a. Product Visitors are given the opportunity to save a product offered by the
online shop (e.g., wishing list).
This code is about saving and not about reminding on b. Other than Product Visitors are given the opportunity to save an element other than a
something that is saved. product offered by the online shop.
a. Online Shop and/or Action(s) a. Social Media Visitors are given the opportunity to follow ((an) action(s) of) the
online shop on social media.
b. App Visitors are given the opportunity to follow ((an) action(s) of) the
online shop by means of one or more apps.
c. Newsletter Visitors are given the opportunity to follow ((an) action(s) of) the
online shop by means of a newsletter.
b. Product(s) a. Price Alert Visitors are given the opportunity to follow price changes of (a)
b. Stock Alert Visitors are given the opportunity to follow the availability of (a)
c. Brand(s)/ Person(s) Visitors are given the opportunity to follow the products of (a)
brand(s) and/or of (a) person(s) that are offered by the online shop.
a. Publish Questions Visitors are given the opportunity to publish a question about (a)
b1. Publish Product Review a. Without anything Visitors are given the opportunity to publish a positive review about
a product offered by the online shop.
give a positive recommendation about a product offered by the
online shop.
give a positive rating about a product offered by the online shop.
d. With Recommendation and Rating Visitors are given the opportunity to publish a positive review, to
give a positive recommendation and to give a positive rating about a
product offered by the online shop.
b2. Publish an Online Shop Review a. Without anything Visitors are given the opportunity to publish a positive review about
the online shop.
give a positive recommendation about the online shop.
give a positive rating about the online shop.
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b2. Publish an Online Shop Review d. With Recommendation and Rating Visitors are given the opportunity to publish a positive review, to
give a positive recommendation and to give a positive rating about
the online shop or of the online shop.
c. Publish a Recommendation a. Product(s) Visitors are given the opportunity to recommend (a) (category of)
(also about reviews) c. Other than Product(s) and/or the Visitors are given the opportunity to recommend an element other
Online Shop (e.g., helpful review) than (a) (category of) product(s) offered by the online shop and/or
the online shop (e.g., helpful review).
d. Publish a Rating a. Product(s) Visitors are given the opportunity to rate (by means of stars, grade
etc.) (a) (category of) product(s) offered by the online shop
positively.
c. Other than Product(s) and/or the Visitors are given the opportunity to rate an element other than (a)
Online Shop (category of) product(s) offered by the online shop and the online
shop.
e. Publish Written Reactions a. About Product(s) and/or the Visitors are given the opportunity to publish an online reaction on an
Online Shop open question about (a) (category of) product(s) and/or the online
shop.
b. Not about Product(s) and/or the Visitors are given the opportunity to publish online a positive
Online Shop comment about an element other than on open questions about (a)
(category of) product(s) and the online shop.
2.7 Participate a. Petition Visitors are given the opportunity to participate with a petition.
b. Research (Survey, Voting and/or Visitors are given the opportunity to participate in a research by
Panel) means of filling in a survey, voting and/or becoming a panel
member.
c. Win Promotions Visitors are given the opportunity to win prizes by means of
participating with win promotions.
d. Membership Visitors are given the opportunity to become a member of a
membership other than a panel (e.g., HMClub).
The codes 2.7b and 2.7c differ from each other in that e. Tool Visitors are given the opportunity to make use of a tool in order to
in code 2.7b participating in a research is central and in find the most suitable (category of) product(s) (e.g., last minute
code 2.7c winning prizes. wizard).
2.8 Customize Suggestions a. Sign up/ Register Visitors are given the opportunity to sign up and/or register in that
personal suggestions are shown.
b. Customize Visitors are given the opportunity to customize their offered
suggestions (e.g., more of this).
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2.9 Other a. Full Information Visitors are given the opportunity to contact the organization, to
register and/or to sign up in order to receive the full information.
b. Appointment Visitors are given the opportunity to make an online appointment
with the organisation.
d. Check Store Inventory / Make a Visitors are given the opportunity to check the store inventory of a
reservation product offered by the online shop and/or to reserve a product
e. Find a Store Visitors are given the opportunity to find a store nearby.
f. Selecting/Excluding Visitors are given the opportunity to exclude (a) certain
characteristic(s) and/or to select (a) certain characteristic(s) that
excludes other characteristics (e.g., styles and holiday themes).
2.10 Loyalty Programs Visitors are given the opportunity to participate in loyalty programs
that promotes buying from the organization (e.g., KLM Houses).
2.11 Reminder
b. Other than Product(s) a. Saved A reminder of the saved element(s) other than saved product(s)
is/are shown.
c. Recently Viewed The recently viewed element(s) other than the recently viewed
product(s) is/are shown.
In the case code 2.12 and 2.13 applies to the same element of the online shop, code 2.12 should be assigned. In the case
suggestions are given without using cookies, no code should be assigned.
2.12 Suggestion of Similar a. Product(s) (A) similar product(s) that the visitor may like based on their
previous search interest is/are shown.
b. Other than Product(s) (A) similar element(s) other than (a) similar product(s) that the visitor
may like based on their previous search interest is/are shown.
2.13 Complementary Product(s) a. Without Favourable Conditions (A) product(s) without favourable conditions in obtaining (e.g.,
shoelaces) related to the selected product (e.g. shoes) is/are
shown.
In the case there are shown products with and without b. With Favourable Conditions (A) product(s) with favourable conditions in obtaining related to the
favourable conditions, code 2.13a should be assigned. selected product is/are shown.
3. Social proof techniques are defined as the different manners in which information about the beliefs, feelings and/or behaviour of (an)other customer(s) are
provided and/or indications of social proof is used.
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3.1 Individually Written Reviews This code could sometimes be combined with 6.8 if the source is intern verified.
a. Product(s) a. Without anything An individually written reviews (without recommendations and ratings) about (a) (category
of) product(s) offered by the online shop is shown.
b. With Recommendations An individually written review (with recommendations and without ratings) about (a)
(category of) product(s) offered by the online shop is shown.
c. With Ratings An individually written review (with ratings and without recommendations) about (a)
(category of) product(s) offered by the online shop is shown.
d. With Recommendations and An individually written review (with recommendations and with ratings) about (a) (category
Ratings of) product(s) offered by the online shop is shown.
b. Online Shop a. Without anything An individually review (without recommendations and ratings) about the online shop is
shown.
b. With Recommendations An individually review (with recommendations and without ratings) about the online shop is
shown.
c. With Ratings An individually review (with ratings and without recommendations) about the online shop is
shown.
d. With Recommendations and An individually review (with recommendations and with ratings) about the online shop is
Ratings shown.
3.2 Summary of the Written a. Product(s) A summary of all the written reviews about a product offered by the online shop is shown.
Reviews
3.3 Average Rating
a. In General a1. One Product The average rating about a specific product offered by the online shop is shown.
a2. More Products The average rating about a category of products offered by the online shop is shown.
c. Other than Product(s) and The average rating about an element other than about (a) product(s) offered by the online
Online Shop shop and the online shop is shown.
b. Per Item a. Product(s) Per item, the average rating of (a) (category of) product(s) offered by the online shop is
shown.
b. Online Shop Per item, the average rating of the online shop is shown.
a. Recommendations a. Product(s) The number of other customers who recommend (a) (category of) product(s) offered by the
b. Online Shop The number of other customers who recommend the online shop is shown.
b. Positive Ratings a. Product(s) The number of positive ratings about (a) (category of) product(s) offered by the online shop
is shown.
b. Online Shop The number of positive ratings about the online shop is shown.
c. Helpful Reviews The number of other customers who believe that a positive review is helpfully is shown.
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d. Shares a. Product(s) The number of shares of (information about) (a) (category of) product(s) offered by the
b. Other than Product(s) The number of shares of an element other than (information about) (a) (category of)
product(s) offered by the online shop is shown.
e. Likes a. Product(s) The number of likes of (information about) (a) (category of) product(s) offered by the online
shop is shown.
c. Other than Product(s) and The number of likes of an element other than (information about) (a) (category of)
Online Shop product(s) offered by the online shop and/or the online shop is shown.
f. Social Media Followers The number of social media followers is shown.
g. Newsletter Subscribers The number of newsletter subscribers is shown.
h. Readers The number of times an article has been read is shown.
i. Customers The number of customers is shown.
3.5 Search and/or Buying Behaviour This code is about actual behaviour of others instead of indications of behaviour (e.g., bestseller). Sometimes this code could be combined with
of Other(s) code 4.4d.
a. Search Behaviour a1. One Product Information about the search behaviour of (an)other customer(s) regarding a specific
product offered by the online shop is shown.
a2. More Products Information about the search behaviour of (an)other customer(s) regarding (a category of)
products offered by the online shop is shown (e.g., others also viewed).
b. Other than Product(s) Information about the search behaviour of (an)other customer(s) regarding an element
other than (a) (category of) product(s) offered by the online shop is shown.
b. Buying Behaviour a. One Product Information about the buying behaviour of (an)other customer(s) regarding a specific
product offered by the online shop is shown.
b. More Products Information about the buying behaviour of (an)other customer(s) regarding (a category of)
products offered by the online shop is shown.
c. Search & Buying Combined a. One Product Information about the search and buying behaviour of (an)other customer(s) regarding a
specific product offered by the online shop is shown.
b. More Products Information about the search and buying behaviour of (an)other customer(s) regarding (a
category of) products offered by the online shop is shown.
3.6 Other Behaviour of Other(s) a. Making Use (An)other customer(s) making use of one or more products offered by the online shop is
shown.
b. Giving Advice (An)other customer(s) giving advice about the offered product(s) is shown.
3.7 Popularity and/or Likeable a. One Product An additional element that implies that a specific product is popular and/or likeable is
Indications shown (e.g., bestseller).
b1. More Products An additional element that implies that (a category of) products are popular and/or likeable
is shown.
b2. Ranking The most popular and/or likeable products are ranked from high to low.
c. Other than Product(s) and An additional element that implies that an element other than (a) (category of) product(s)
Rankings is/are popular and/or likeable is shown.
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4. Unity techniques can be defined as the different manners in which one or more persons with which (potential) customer(s) should identify with and/or
perceive themselves similar with (e.g., friends and family) in order to be persuaded are used and/or cues that might indicate at and/or might result in unity
and/or similarity of the online shop with the (potential) customer(s) are used.

4. Giveaway Actions for a. Promotion Tool Visitors are given the opportunity to make use of (an) giveaway (action). When visitors buy (a) (category of) product(s)
1 Friends from the online shop, they receive a favour that is intended for their friends.
b. Nominating Visitors are given the opportunity to nominate friends for receiving (a) product(s) offered by the online shop.
4. Sharing with Friends a. Product(s) Visitors are given the opportunity to share (information about) (a) (category of) product(s) offered by the online shop with
2 others.
Code 2.2 could also be b. Other than Visitors are given opportunity to share an element other than (information about) (a) (category of) product(s) offered by
ascribed to this element. Product(s) the online shop with others.
4. Collaboration a. Organization Visitors are given the opportunity to work together with the organization.
3
4. Similar Others a. Making Use Person(s) with which (an) visitor(s) might identify with who make(s) use of (a) product(s) offered by the online shop is/are
4 shown (e.g., vlog).
b. Recommending Person(s) with which (an) visitor(s) might identify who recommend(s) (a) (category of) product(s) offered by the online
shop is/are shown (e.g., reviews). Note that when indications of authority are used, code 6.6 should also be ascribed.
c. Giving Advice Persons with which (an) visitor(s) might identify with who give(s) advice about (the) possibilities of (a) (category of)
product(s) is/are shown (e.g., experience of a traveller).
d. Search Behaviour Information about the search behaviour of (a) similar customer(s) who watched the same product(s) of the visitor is
shown (e.g., others, who watched this product, also viewed). Note that this code should be combined with 3.5a.
e. Other Person(s) with which (an) visitor(s) should identify with in order to be persuaded is/are shown. This/these person(s)
make(s) no use, do(es) not recommend and/or give(s) no advice about the product(s) offered by the online shop.
Moreover, no information about the search behaviour is given.
4. Terms a. Identification The online shop makes use of terms with which the visitor can identify with.
5
5. Liking techniques refer to the different manners in which one or more persons with which (potential) customers does not necessary have to identify with
(i.e., celebrities and/or attractive people) are used and/or likeable cues in order to create positive associations with product(s) offered by the online shop are
used.
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5.1 People Using the Product(s) a. Attractive Attractive person(s) who make(s) use of (a) product(s) offered by the online shop is/are shown (e.g., models).
People
b. Celebrities (A) celebrity and/or celebrities who make(s) use of (a) product(s) offered by the online shop is/are shown.
5.2 Additional Elements
Indicating
a. Favourable Conditions for The current code is more about favourable conditions that indicate temporality instead of fixedness. However, applications of scarcity
Obtaining should be attributed to 7.1 or 7.4.
a. One Product An additional element that implies that a specific product offered by the online shop could be obtained under
more favourable conditions is shown.
b. More Products An additional element that implies that (a category of ) more than one product offered by the online shop could
be obtained under more favourable conditions is shown.
b. (Environmentally) a. One Product An additional element that implies that a specific product offered by the online shop is (environmentally)
Responsibility responsible is shown.
b. More Products An additional element that implies that (a category of) more than one product offered by the online shop is
(environmentally) responsible is shown.
c. (Good Price-) Quality The labels and awards are provided by internal sources instead of external authoritative sources (as 6.1a). When however authority
(Ratio) attributes of this internal sources are used, code 6.5b should be assigned.
a. One Product An additional element that implies that a specific product offered by the online shop is qualitative and/or has a
good price-quality ratio is shown (e.g., tophotel).
qualitative and/or have a good price-quality ratio is shown.
5.3 Advantage(s) of Product(s) a. One Product One or more advantages of a specific product offered by the online shop is shown.
b. More Products One or more advantages of (a category of) more than one product offered by the online shop is shown.
6. Authority techniques are defined as the different manners in which authoritative sources, that are not customers, (by means of authoritative cues that imply
used.

6.1 Test Results Note that the difference between awards and labels is that every organization is in the possession to obtain a label (e.g., Thuiswinkel Waarborg),
while not every organization is in the possession to obtain awards (e.g., Best Webshop). The same applies for products.
a. Without
Descriptions
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c. Employees The requested label(s) of the employees of the online shop is/are shown (e.g., IATA qualified).
b. With Descriptions Detailed descriptions about the obtained results are given.
6.2 Collaboration a1. Associations The association(s) where the online shop is/are member of and that represent(s) the interests of
the customers is/are shown (e.g., SGR and ANVR).
a3. Review Partners The external review partner that collects the reviews, ratings and/or recommendations about (a)
(category of) product(s) offered by the online shop and the online shop is shown.
a4. Sponsors The organization(s) that the online shop sponsor(s) and/or the organization(s) sponsoring the
online shop is/are shown.
a5. Attached Brands The brand(s) where the online shop works together with is/are shown.
a6. Other External The external partnerships with one or more well-known, trusted parties other than associations,
Partners charities, external review partners and sponsors are shown (e.g., Airbnb, payment parties and
package deliverers). Safety labels are excluded from this code. They should be added to 6.1aad.
b. Internal Partners The internal partnership(s) of the online shop is/are shown (e.g., holding, subsidiaries).
6.3 Winner(s) Information about the winner(s) of the win promotions is shown.
6.4 Media Presence The positive presence of the online shop in the media is shown.
a. By Identifiable Independent a1. One Product (An) identifiable independent expert(s) who recommend(s) a specific product offered by the online
Experts shop is/are shown.
a2. More Products (An) identifiable independent expert(s) who recommend(s) (a category of) more than one product
offered by the online shop at the same time is/are shown.
b. Online Shop (An) identifiable independent expert(s) who recommend(s) the online shop is/are shown.
b. By Employee(s)/ a. One Product ((An) employee(s) of) the online shop recommend(s) a specific product offered by the online shop
Organization by making use of authority attributes (e.g., titles and clothes).
When no authority attributes b. More Products ((An) employee(s) of) the online shop recommend(s) (a category of) more than one product
are used, 5.2c should be offered by the online shop by making use of authority attributes.
added.
6.6 General Advice from Sometimes this code could be combined with 1.2. Note that code 6.6 differs from code 6.5b in that at code 6.6 general advice about
Employees/ Organization the products is given.
a. With Authority ((An) employee(s) of) the online shop give(s) general advice about (a) (category of) product(s)
Attributes offered by the online shop by making use of authority attributes.
b. Without Authority ((An) employee(s) of) the online shop give(s) general advice about (a) (category of) product(s)
Attributes they offer without making use of authority attributes.
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a. New a. One Product An additional element that implies that a specific product offered by the online shop is new is shown.
new is shown.
b. Soon Available a. One Product An additional element that implies that a specific product will be soon offered by the online shop is shown.
b. More Products An additional element that implies that (a category of) more than one product will be soon offered by the
6.8 Reviewer(s) The reviewers are verified by the online shop self (e.g., certified purchaser).
6.9 Employee(s) a. With Authority (An) employee(s) of the online shop is/are introduced by making use of authority attributes.
Attributes
b. Without Authority (An) employee(s) of the online shop is/are introduced without making use of authority attributes.
Attributes
6.10 Online Shop
a. USP a. Numeration One or more unique selling points (i.e., USP; characteristics why (an) visitor(s) should choose for this
organization and not for another) of the online shop are shown.
b. Explained Detailed information about one or more unique selling points is given.
b. Information a. Physical Stores Information about the physical stores of the online shop is given.
c. CSR Information about the corporate social responsibility (i.e., CSR) of the online shop is shown. Code 6.2a2
should be attributed when information is given about a charity with which the organizations works together.
f. Financial Info Financial information about the performance of the online shop is shown.
g. General Info General information about the online shop like its history, offerings, culture and/or philosophy is shown.
c. Publication a. Brochure A brochure about the online shop itself is offered.
b. Picture(s)/Video(s) One or more pictures and/or videos about the online shop are shown.
c. Press Releases One or more press releases about the online shop are shown.
and/or the (possible) loses of certain product(s) is emphasized, and/or the limitedness and/or exclusiveness of (an) advantage(s) and/or action(s) (related to
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7.1 Deadline/Period
a. Without a. One An deadline and/or period without countdown that applies to ((an) advantage(s) related to gaining) a specific product is shown.
Countdown Product After this deadline and/or period, (the advantage(s) related to gaining) the product is (temporarily) unavailable or only available
under less favourable conditions (e.g., higher prices and a shorter warranty period).
b. More An deadline and/or period without countdown that applies to ((an) advantage(s) related to gaining) (a category of) more than
Products one product at the same time is shown. After this deadline, (the advantage(s) related to gaining) the products are (temporarily)
b. With Countdown a. One An deadline with countdown that applies to ((an) advantage(s) related to gaining) a specific product is shown. After this
Product deadline, (the advantage(s) related to gaining) the product is (temporarily) unavailable or only available under less favourable
conditions.
b. More An deadline with countdown that applies to ((an) advantage(s) related to gaining) (a category of) more than one product at the
Products same time is shown. After this deadline, (the advantage(s) related to gaining) the products are (temporarily) unavailable or
a. Limited Stock a. One An additional element that implies that a specific product offered by the online shop is limited in stock is shown.
Product
b. More An additional element that implies that (a category of) more than one product offered by the online shop is limited in stock is
Products shown.
b. Unavailable An additional element that implies that a product offered by the online shop is sold out or (temporally) unavailable online is
Stock shown.
c. Expectation An expectation about the stock (in)availability of one or more products are shown.
a. Product(s) a. One An additional element that implies that a specific product offered by the online shop is only (1) online available, (2) available in
Product their online shop and/or (3) available for certain visitors is shown.
b. More An additional element that implies that more than one product (category) offered by the online shop only (1) online available,
Products (2) available in their online shop and/or (3) available for certain visitors at the same time is is shown.
b. Edition a. One An additional element that implies that a specific product offered by the online shop is a limited edition is shown.
Product
b. More An additional element that implies that (a category of) more than one product is limited edited at the same time is shown.
Products
c. Actions a. One An additional element that implies that an action that applies to a specific product offered by the online shop is only (1) online
Product available, (2) available in their online shop and/or (3) available for certain visitors is shown.
b. More An additional element that implies that an action that applies to (a category of) more than one product offered by the online
Products shop is only (1) online available, (2) available in their online shop and/or (3) available for certain visitors is shown.
d. Advantages One or more advantages that are only available for certain visitors are shown.
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7.4 Scarcity a. Loss The online shop emphasizes what a visitor will lose if the visitor does not perform a particular performance and/or has lost by
Language Language not performing a particular performance (e.g., never miss the latest news).
b1. One Product (An) urgency word(s) (e.g., ‘now’, ‘fast’, ‘immediately’, ‘limited’, “while stock lasts”, ‘gone=gone’ and ‘last minute’) that applies
to a specific product is/are shown.
b2. More (An) urgency word(s) that applies to (a category of) more than one product is/are shown.
Products
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Reciprocity techniques are defined as the different manners in which the online shop offers (potential) customers a favour that is meaningful (when the
product(s) offered by the online shop is(/are) not purchased from that organization), unexpected, and/or customized without expecting something in return.

1.1 Free Entertainment a. Website The online shop offers visitors entertainment and/or information by means of content on a website without
and/or Information asking for personal information (e.g., blog, article and recipe). When information about (a) product(s) offered by the
online shop is given, code 1.2 should be added.
b. Social Channel The online shop offers visitors entertainment and/or information by means of a social channel without asking
for irrelevant personal information (e.g., Appie Today).
c. App The online shop offers visitors entertainment and/or information by means of (a) free app(s) without asking for
irrelevant personal information (e.g., free kindle app).
1.2 Product(s) Information a. General Product The online shop offers visitors general information about a product category without asking for personal
Sometimes it could be b. Specific Product The online shop offers visitors specific information about a product without asking for personal information
combined with code 6.6. Information (e.g., plus/minus points).
1.3 (Customized) Personal The online shop offers visitors (customized) personal advice regarding (a) product(s) (category) without asking
Advice for irrelevant personal information (e.g., size guide).
1.4 Third-Parties a. Comparison With The online shop offers visitors the opportunity to compare (a) product(s) offered by the online shop with the
same product(s) offered by third-parties.
b. Buying From The online shop offers visitors the opportunity to buy (a) product(s) not only from the online shop itself but also
from third-parties.
1.6 Free Samples a. Voucher The online shop offers visitors free gift vouchers without sale conditions and without asking for irrelevant
b. Sample The online shop offers visitors s free sample of a product for an underdetermined time without asking for
1.7 Free Product(s) The online shop offers visitors (a) free product(s) without asking for irrelevant personal information.
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2.1 (FB) Liking a. (Information about) Visitors are given the opportunity to like (information about) (a) product(s) (category) offered by the
Product(s) online shop.
c. Other Element(s) Visitors are given the opportunity to like an element other than (information about) (a) product(s)
(category), a review and the online shop itself.
a. (Information about) a. E-mail Visitors are given the opportunity to share (information about) (a) product(s) (category) offered by the
Product(s) online shop by means of an e-mail.
b. Social Media Visitors are given the opportunity to share (information about) (a) product(s) (category) offered by the
online shop by means of social media.
c. Both Visitors are given the opportunity to share (information about) ((a) product(s) (category) offered by the
online shop by means of both e-mail and social media.
b. Other Element(s) (e.g., a. E-mail Visitors are given the opportunity to share an element other than (information about) (a) product(s)
articles, blogs and pages) (category) offered by the online shop by means of e-mail.
b. Social Media Visitors are given the opportunity to share an element other than (information about) (a) product(s)
(category) offered by the online shop by means of social media.
c. Both Visitors are given the opportunity to share an element other than (information about) (a) product(s)
(category) offered by the online shop by means of both e-mail and social media.
2.3 Printing/ Downloading/ a1. One Product Visitors are given the opportunity to print, download and/or order information about a specific product
Ordering Information offered by the online shop.
a2. More Products Visitors are given the opportunity to print, download and/or order information about one or more product
categories and/or more than one product offered by the online shop at the same time (e.g., brochure and
wishing list).
b. Other than Visitors are given the opportunity to print, download and/or order information other than information
Product(s) about (a) (category of) (a) product(s) offered by the online shop.
2.4 Saving This code is about saving and not about reminding on something that is saved.
a. Product Visitors are given the opportunity to save a product offered by the online shop (e.g., wishing list).
b. Other than Product Visitors are given the opportunity to save an element other than a product offered by the online shop.
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a. Online Shop and/or a. Social Media Visitors are given the opportunity to follow ((an) action(s) of) the online shop on social
Action(s) media.
b. App Visitors are given the opportunity to follow ((an) action(s) of) the online shop by means of
one or more apps.
c. Newsletter Visitors are given the opportunity to follow ((an) action(s) of) the online shop by means of
a newsletter.
b. Product(s) a. Price Alert Visitors are given the opportunity to follow price changes of (a) (category of) product(s)
offered by the online shop by means of receiving an e-mail.
b. Stock Alert Visitors are given the opportunity to follow the availability of (a) product(s) offered by the
online shop by means of receiving an e-mail
c. Brand(s)/ Person(s) Visitors are given the opportunity to follow (the products of) (a) brand(s) and/or of (a)
person(s).
a. Publish Questions Visitors are given the opportunity to publish a question about (a) (category of) product(s)
b1. Publish Product Review a. Without anything Visitors are given the opportunity to publish a positive review about a product offered by
the online shop.
b. With Recommendation Visitors are given the opportunity to publish a positive review and to give a positive
recommendation about a product offered by the online shop.
c. With Rating Visitors are given the opportunity to publish a positive review and to give a positive rating
about a product offered by the online shop.
d. With Recommendation and Rating Visitors are given the opportunity to publish a positive review, to give a positive
recommendation and to give a positive rating about a product offered by the online shop.
b2. Publish an Online Shop a. Without anything Visitors are given the opportunity to publish a positive review about the online shop.
Review
b. With Recommendation Visitors are given the opportunity to publish a positive review and to give a positive
recommendation about the online shop.
c. With Rating Visitors are given the opportunity to publish a positive review and to give a positive rating
about the online shop.
d. With Recommendation and Rating Visitors are given the opportunity to publish a positive review, to give a positive
recommendation and to give a positive rating about the online shop or of the online shop.
c. Publish a a. Product(s) Visitors are given the opportunity to recommend (a) (category of) product(s) offered by
Recommendation the online shop.
(also about reviews) c. Other than Product(s) and/or the Online Visitors are given the opportunity to recommend an element other than (a) (category of)
Shop (e.g., helpful review) product(s) offered by the online shop and/or the online shop itself (e.g., helpful review).
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d. Publish a Rating a. Product(s) Visitors are given the opportunity to rate (by means of stars, grade etc.) (a) (category of) product(s)
offered by the online shop positively.
c. Other than Product(s) and/or the Visitors are given the opportunity to rate an element other than (a) (category of) product(s) offered
Online Shop by the online shop and the online shop.
e. Publish Written a. About Product(s) and/or the Visitors are given the opportunity to publish an online reaction on an open question about (a)
Reactions Online Shop (category of) product(s) and/or the online shop itself.
b. Not about Product(s) and/or the Visitors are given the opportunity to publish online a positive comment about an element other than
Online Shop on open questions about (a) (category of) product(s) and the online shop itself.
2.7 Participate The codes 2.7b and 2.7c differ from each other in that in code 2.7b participating in a research is central and in code 2.7c winning prizes.
a. Petition Visitors are given the opportunity to participate with a petition.
b. Research Visitors are given the opportunity to give their opinion about the online shop (e.g., survey).
c. Win Promotions Visitors are given the opportunity to win prizes by means of participating with win promotions.
d. Membership Visitors are given the opportunity to become a member of a membership other than a panel (e.g.,
HMClub).
e. Tool Visitors are given the opportunity to make use of a tool in order to find the most suitable (category
of) product(s) (e.g., last minute wizard).
2.8 Customize a. Sign up/ Register Visitors are given the opportunity to sign up and/or register in that personal suggestions are shown.
Suggestions
b. Customize Visitors are given the opportunity to customize their offered suggestions (e.g., more of this).
2.9 Other a. Full Information Visitors are given the opportunity to contact the organization, to register and/or to sign up in order to
receive the full information.
b. Appointment Visitors are given the opportunity to make an online appointment with the organisation.
d. Check Store Inventory / Make a Visitors are given the opportunity to check the store inventory of a product offered by the online shop
reservation and/or to reserve a product offered by the online shop.
e. Find a Store Visitors are given the opportunity to find a store nearby.
f. Selecting/Excluding Visitors are given the opportunity to exclude (a) certain characteristic(s) and/or to select (a) certain
characteristic(s) that excludes other characteristics (e.g., styles and holiday themes).
2.10 Loyalty Programs Visitors are given the opportunity to participate in loyalty programs that promotes buying from the
organization (e.g., KLM Houses).
2.11 Reminder
b. Other than a. Saved A reminder of the saved element(s) other than saved product(s) is/are shown.
Product(s)
c. Recently Viewed The recently viewed element(s) other than the recently viewed product(s) is/are shown.
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In the case code 2.12 and 2.13 applies to the same element of the online shop, code 2.12 should be assigned. In the case suggestions are
given without using cookies, no code should be assigned.
2.12 Suggestion of Similar a. Product(s) (A) similar product(s) that the visitor may like based on their previous search interest is/are shown.
b. Other than Product(s) (A) similar element(s) other than (a) similar product(s) that the visitor may like based on their
previous search interest is/are shown.
2.13 Complementary In the case there are shown products with and without favourable conditions, code 2.13a should be
Product(s) assigned.
a. Without Favourable Conditions (A) (category of) product(s) without favourable conditions in obtaining (e.g., shoelaces) related to the
selected product (e.g. shoes) is/are shown.
b. With Favourable Conditions (A) (category of) product(s) and/or service(s) with favourable conditions in obtaining related to the
selected product is/are shown.
3. Social proof techniques are defined as the different manners in which information about the beliefs, feelings and/or behaviour of (an)other customer(s) are
provided and/or (an) indication(s) of social proof is/are used.

3.1 Individually Written This code could sometimes be combined with 6.8 if the source is intern verified.
Reviews
a. Product(s) a. Without anything An individually written reviews (without recommendations and ratings) about (a) (category of)
b. With Recommendations An individually written review (with recommendations and without ratings) about (a) (category of)
c. With Ratings An individually written review (with ratings and without recommendations) about (a) (category of)
d. With Recommendations and An individually written review (with recommendations and with ratings) about (a) (category of)
Ratings product(s) offered by the online shop is shown.
b. Online Shop a. Without anything An individually review (without recommendations and ratings) about the online shop is shown.
b. With Recommendations An individually review (with recommendations and without ratings) about the online shop is shown.
c. With Ratings An individually review (with ratings and without recommendations) about the online shop is shown.
d. With Recommendations and An individually review (with recommendations and with ratings) about the online shop is shown.
Ratings
3.2 Summary of the Written a. Product(s) A summary of all the written reviews about a product offered by the online shop is shown.
Reviews
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3.3 Average Rating a1. One Product The average rating about a specific product offered by the online shop is shown.
a. In General a2. More Products The average rating about a category of products offered by the online shop is shown.
c. Other than Product(s) The average rating about an element other than about (a) product(s) offered by the online shop
and Online Shop and the online shop is shown.
b. Per Item a. Product(s) The average rating of (a) (category of) product(s) offered by the online shop is shown per item.
b. Online Shop The average rating of the online shop is shown per item.
a. Recommendations a. Product(s) The number of other customers who recommend (a) (category of) product(s) offered by the
b. Online Shop The number of other customers who recommend the online shop is shown.
b. Ratings a. Product(s) The number of ratings about the rating of (a) (category of) product(s) offered by the online shop
is shown.
b. Online Shop The number of ratings about the rating of the online shop is shown.
c. Helpful Reviews The number of other customers who believe that a positive review is helpfully is shown.
d. Shares a. Product(s) The number of shares of (information about) (a) (category of) product(s) offered by the online
shop is shown.
b. Other than Product(s) The number of shares of an element other than (information about) (a) (category of) product(s)
offered by the online shop is shown.
e. Likes a. Product(s) The number of likes of (information about) (a) (category of) product(s) offered by the online shop
is shown.
c. Other than Product(s) The number of likes of an element other than (information about) (a) (category of) product(s)
and Online Shop offered by the online shop and/or the online shop is shown.
f. Social Media Followers The number of social media followers is shown.
g. Newsletter Subscribers The number of newsletter subscribers is shown.
h. Readers The number of times an article has been read is shown.
i. Written Reactions The number of written reactions is shown.
j. Customers The number of customers is shown.
3.5 Search and/or Buying Behaviour This code is about actual behaviour of others instead of indications of behaviour (e.g., bestseller). Sometimes this code could be
of Other(s) combined with code 4.5d.
a. Search Behaviour a1. One Product The search behaviour of (an)other customer(s) regarding a specific product offered by the online
shop is shown.
a2. More Products The search behaviour of (an)other customer(s) regarding one or more product categories and/or
more than one product offered by the online shop is shown (e.g., others also viewed).
b. Other than Product(s) The search behaviour of (an)other customer(s) regarding an element other than (a) (category of)
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3.5 Search and/or Buying This code is about actual behaviour of others instead of indications of behaviour (e.g., bestseller). Sometimes this code could be
Behaviour of Other(s) combined with code 4.5d.
b. Buying Behaviour a. One Product The buying behaviour of (an)other customer(s) regarding a specific product offered by the online
shop is shown.
b. More Products The buying behaviour of (an)other customer(s) regarding one or more product categories and/or
more than one product offered by the online shop is shown.
c. Search & Buying Combined a. One Product The search and buying behaviour of (an)other customer(s) regarding a specific product offered by
the online shop is shown.
b. More Products The search and buying behaviour of (an)other customer(s) regarding one or more product
categories and/or more than one product offered by the online shop is shown.
3.6 Other Behaviour of Other(s) a. Making Use (An)other customer(s) making use of (the same kind of) one or more products that the online
shop offers is/are shown. This code could sometimes be combined with 5.1a.
b. Giving Advice (An)other customer(s) giving advice about (the same kind of) the product(s) that the online shop
offers is/are shown.
c1. Product(s) Reaction(s) (A) written reaction(s) about (a) (category of) product(s) of (an)other customer(s) is/are shown.
c2. Other than Product(s) (A) written reaction(s) other than about (a) (category of) product(s) of (an)other customer(s) is/are
Reaction(s) shown.
3.7 Popularity and/or Likeable a. One Product An additional element that implies that a specific product offered by the online shop is popular
Indications and/or likeable is shown (e.g., bestseller).
b. More Products An additional element that implies that one or more product categories and/or more than one
product offered by the online shop is popular and/or likeable is shown.
c. Other than Product(s) An additional element that implies that an element other than (a) (category of) product(s) is/are
and Rankings popular and/or likeable is shown.
3.8 Best Reviewed Products a. One Product An additional element that shows that a specific product offered by the online shop is best
reviewed by others is shown.
This code differs from 3.8 in that it b. More Products An additional element that shows that one or more product categories and/or more than one
is not an indication. product offered by the online shop is best reviewed by others is shown.
4. Unity techniques can be defined as the different manners in which one or more persons with which (potential) customer(s) identify with and/or perceive
themselves similar with (e.g., friends and family) are used and/or cues that might indicate at and/or might result in unity and/or similarity are used.
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4.1 Giveaway Actions for a. Promotion Tool Visitors are given the opportunity to make use of (an) giveaway (action). When visitors buy (a) product(s) from the
Friends online shop, they receive a favour that is intended for their friends.
b. Nominating Visitors are given the opportunity to nominate friends for receiving (a) product(s) offered by the online shop.
4.2 Sharing with Friends a. Product(s) Visitors are given the opportunity to share (information about) (a) (category of) product(s) offered by the online shop
with others (e.g., brochure).
Code 2.2 could also be b. Other than Visitors are given opportunity to share an element other than (information about) (a) (category of) product(s) offered by
ascribed to this element. Product(s) the online shop with others.
4.3 Collaboration a. Organization Visitors are given the opportunity to work together with the organization.
4.4 Supporting Visitors Visitors are supported by the online shop.
4.5 Similar Others a. Making Use Person(s) with which (an) visitor(s) might identify with who make(s) use of (a) product(s) offered by the online shop
is/are shown (e.g., vlog).
b. Recommending Person(s) with which (an) visitor(s) might identify who recommend(s) (a) (category of) product(s) offered by the online
shop is/are shown (e.g., reviews). Note that when indications of authority are used, code 6.5 should also be ascribed.
c. Giving Advice Persons with which (an) visitor(s) might identify with who give(s) advice about (the) possibilities of (a) (category of)
product(s) is/are shown (e.g., experience of a traveller).
d. Search Behaviour Information about the search behaviour of (a) similar customer(s) who watched the same product(s) of the visitor is
shown (e.g., others, who watched this product, also viewed). Note that this code should be combined with 3.5a.
e. Other Person(s) with which (an) visitor(s) should identify with in order to be persuaded is/are shown. This/these person(s)
make(s) no use, do(es) not recommend and/or give(s) no advice about the product(s) offered by the online shop.
Moreover, no information about the search behaviour is given.
4.6 Terms a. Identification The online shop makes use of terms, words and/or sentences with which the visitor might identify.
5. Liking techniques refer to the different manners in which one or more persons with which (potential) customers does not necessary have to identify with
(i.e., celebrities and/or attractive people) are used and/or likeable cues are used in order to create positive associations with product(s) offered by the online
shop.

5.1 People Using the a. Attractive Attractive person(s) who make(s) use of (the same kind of) one or more products offered by the online shop is/are
Product(s) People shown (e.g., models).
b. Celebrities (A) celebrity and/or celebrities who make(s) use of (a) product(s) offered by the online shop is/are shown.
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5.2 a. Additional Elements
Indicating
Favourable Conditions for The current code is more about favourable conditions that indicate temporality instead of fixedness.
Obtaining
a. One An additional element that implies that a specific product offered by the online shop could be obtained under more
Product favourable conditions is shown.
b. More An additional element that implies that one or more product categories and/or more than one product and/or
Products service offered by the online shop could be obtained under more favourable conditions is shown.
b. (Environmentally) a. One An additional element that implies that a specific product offered by the online shop is (environmentally)
Responsibility Product responsible is shown.
b. More An additional element that implies that one or more product categories and/or more than one product offered by
Products the online shop is (environmentally) responsible is shown.
c. (Good Price-) Quality The labels and awards are provided by internal sources instead of external authoritative sources (as 6.1a). When however authority
(Ratio) attributes of this internal sources are used, code 6.5b should be assigned.
a. One An additional element that implies that a specific product offered by the online shop is qualitative and/or has a
Product good price-quality ratio is shown.
b. More An additional element that implies that one or more product categories and/or more than one product offered by
Products the online shop is qualitative and/or have a good price-quality ratio is shown.
5.3 Advantage(s) of Product(s)/ a. One One or more advantages of a specific product offered by the online shop is shown.
Service(s) Product
b. More One or more advantages of one or more product categories and/or more than one product offered by the online
Products shop is shown.
6. Authority techniques are defined as the different manners in which authoritative sources, that are not customers, (by means of authoritative cues that imply
used.

6.1 Test Results Note that the difference between awards and labels is that every organization is in the possession to obtain a label (e.g., Thuiswinkel
Waarborg), while not every organization is in the possession to obtain awards (e.g., Best Webshop). The same applies for products.
a. Without
Explanations
c. Employees The requested label(s) of the employees of the online shop is/are shown (e.g., IATA qualified).
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b. With Explanations Explanations about the obtained results are given.
6.2 Collaboration a1. Associations The association(s) where the online shop is/are member of and that represent(s) the interests of the
customers is/are shown (e.g., SGR and ANVR).
a3. Review Partners The external review partner that collects the reviews, ratings and/or recommendations about (a)
(category of) product(s) offered by the online shop and the online shop is shown.
a4. Sponsors The organization(s) that the online shop sponsor(s) and/or the organization(s) sponsoring the online
shop is/are shown.
a5. Brands The brand(s) of the products offered by the online shop is/are shown.
a6. Other External The external partnerships with one or more well-known, trusted parties other than associations,
Partners charities, external review partners and sponsors are shown (e.g., Airbnb, payment parties, package
deliverers and I-did). Safety labels are excluded from this code. They should be added to 6.1aad.
b. Internal Partners The internal partnership(s) of the online shop is/are shown (e.g., holding and subsidiaries).
6.3 Winner(s) The winner(s) of the win promotions is/are shown.
6.4 Media Presence The positive presence of the online shop in the media is shown.
a. By Identifiable a1. One Product (An) identifiable independent expert(s) who recommend(s) a specific product offered by the online
Independent Experts shop is/are shown.
a2. More Products (An) identifiable independent expert(s) who recommend(s) one or more product categories and/or
more than one product offered by the online shop at the same time is/are shown.
b. Online Shop (An) identifiable independent expert(s) who recommend(s) the online shop is/are shown.
b. By Employee(s)/ When no authority attributes are used, 5.2c should be added.
Organization
a. One Product ((An) employee(s) of) the online shop recommend(s) a specific product offered by the online shop by
making use of authority attributes (e.g., titles and clothes).
b. More Products ((An) employee(s) of) the online shop recommend(s) one or more product categories and/or more
than one product offered by the online shop by making use of authority attributes.
6.6 General Advice from Note that code 6.6 differs from code 6.5b in that at code 6.6 general advice about the products is given. Sometimes this code could be
Employees/ Organization combined with 1.2.
a. With Authority ((An) employee(s) of) the online shop give(s) general advice about (a) (category of) product(soffered
Attributes by the online shop by making use of authority attributes.
b. Without ((An) employee(s) of) the online shop give(s) general advice about (a) (category of) product(s) they
Authority offer without making use of authority attributes.
Attributes
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6.7 Recent
Offerings
a. New a. One Product An additional element that implies that a specific product offered by the online shop is new is shown.
b. More Products An additional element that implies that one or more product categories and/or more than one product offered by the
online shop is new is shown.
b. Soon Available a. One Product An additional element that implies that a specific product will be soon offered by the online shop is shown.
b. More Products An additional element that implies that one or more product categories and/or more than one product will be soon
offered by the online shop is shown.
6.8 Reviewer(s) The reviewers are verified by the online shop self (e.g., certified purchaser).
6.9 Employee(s) a. With Authority (An) employee(s) of the online shop is/are introduced by making use of authority attributes (e.g., titles and clothes).
Attributes
b. Without Authority (An) employee(s) of the online shop is/are introduced without making use of authority attributes.
Attributes
6.10 Online Shop
a. USP a. Numeration One or more unique selling points (i.e., USP; characteristics why (an) visitor(s) should choose for this organization and
not for another) of the online shop are shown.
b. Explained Detailed information about one or more unique selling points is given.
b. Information a. Physical Stores Information about the physical stores of the online shop is given.
c. CSR Information about the corporate social responsibility (i.e., CSR) of the online shop is shown. Code 6.2a2 should be
attributed when information is given about a charity with which the organizations works together.
f. Financial Info Financial information about the performance of the online shop is shown.
g. General Info General information about the online shop like its history, offerings, culture and/or philosophy is shown.
6.11 Publication(s) a. Brochure A brochure about the online shop itself is shown.
b. Picture(s) One or more pictures about the online shop is shown.
c. Video(s) One or more videos about the online shop is shown.
d. Press Release(s) One or more press releases about the online shop is shown.
and/or the (possible) loses of certain product(s) is emphasized, and/or the limitedness and/or exclusiveness of (an) advantage(s) and/or action(s) (related to
193
7.1 Deadline/Period
a. Without a. One An deadline and/or period without countdown that applies to ((an) advantage(s) and/or action(s) related to gaining) a specific
Countdown Product product is shown. After this deadline and/or period, (the advantage(s) and/or action(s) related to gaining) the product is
(temporarily) unavailable or only available under less favourable conditions (e.g., higher prices and a shorter warranty period).
b. More An deadline and/or period without countdown that applies to ((an) advantage(s) and/or action(s) related to gaining) one or
Products more product categories and/or more than one product at the same time is shown. After this deadline, (the advantage(s)
and/or action(s) related to gaining) the products are (temporarily) unavailable or only available under less favourable
conditions.
b. With Countdown a. One An deadline with countdown that applies to ((an) advantage(s) and/or action(s) related to gaining) a specific product is shown.
Product After this deadline, (the advantage(s) and/or action(s) related to gaining) the product is (temporarily) unavailable or only
available under less favourable conditions.
b. More An deadline with countdown that applies to ((an) advantage(s) and/or action(s) related to gaining) one or more product
Products categories and/or more than one product at the same time is shown. After this deadline, (the advantage(s) and/or action(s)
related to gaining) the products are (temporarily) unavailable or only available under less favourable conditions.
a. Limited Stock a. One An additional element that implies that a specific product offered by the online shop is limited in stock is shown.
Product
b. More An additional element that implies that one or more product categories and/or more than one product offered by the online
Products shop is limited in stock is shown.
b. Unavailable An additional element that implies that a product offered by the online shop is sold out or (temporally) unavailable online is
Stock shown.
c. Expectation An expectation about the stock (in)availability of one or more products is shown.
a. Product(s) a. One An additional element that implies that a specific product offered by the online shop is only (1) online available, (2) available in
Product their online shop and/or (3) available for certain visitors is shown.
b. More An additional element that implies that one or more product categories and/or more than one product offered by the online
Products shop is only (1) online available, (2) available in their online shop and/or (3) available for certain visitors at the same time is
shown.
b. Edition a. One An additional element that implies that a specific product offered by the online shop is a limited edition is shown.
Product
b. More An additional element that implies that one or more product categories and/or more than one product is limited edited at the
Products same time is shown.
c. Actions a. One An additional element that implies that an action that applies to a specific product offered by the online shop is only (1) online
Product available, (2) available in their online shop and/or (3) available for certain visitors is shown.
b. More An additional element that implies that an action that applies to (a category of) more than one product offered by the online
Products shop is only (1) online available, (2) available in their online shop and/or (3) available for certain visitors is shown.
d. Advantages One or more advantages that are only available for certain visitors are shown.
194
7.4 Scarcity a. Loss Language The online shop emphasizes what a visitor will lose if the visitor does not perform a particular performance without using
Language (an) urgency word(s) and/or has lost by not performing a particular performance.
b1. One Product (An) urgency word(s) (e.g., “while stock lasts”, “gone=gone”, and “last minute) that applies to a specific product is shown.
b2. More Products (An) urgency word(s) that applies to one or more product and/or service categories and/or more than one product is/are
shown.
b3. Other than (An) urgency word(s) that applies to elements other than (a) (category of) product(s) is/are shown.
Product(s)
195
Appendix 19| Differences between the Cialdini Principles Applied
Table 84| Comparing the different Principles by means of the Wilcoxon signed-rank test
Unique Total
Comparing with Z p Z p
Reciprocity Consistency & Commitment -2.46 0.014 -2.60 0.009
Social Proof -0.11 0.911 -1.53 0.126
Unity -0.36 0.717 -1.55 0.121
Liking -3.93 0.000 -3.88 0.000
Authority -3.37 0.001 -3.68 0.000
Scarcity -1.44 0.150 -2.17 0.030
Consistency & Commitment Social Proof -1.90 0.057 -0.75 0.455
Unity -1.90 0.057 -0.22 0.823
Liking -3.83 0.000 -3.88 0.000
Authority -2.63 0.008 -3.51 0.000
Scarcity -0.18 0.856 -0.75 0.455
Social Proof Unity -0.22 0.823 -0.37 0.709
Liking -3.92 0.000 -3.92 0.000
Authority -2.95 0.003 -3.51 0.000
Scarcity -0.90 0.370 -0.86 0.391
Unity Liking -3.92 0.000 -3.85 0.000
Authority -2.88 0.004 -2.88 0.004
Scarcity -0.86 0.391 -0.52 0.601
Liking Authority -3.61 0.000 -3.77 0.000
Scarcity -3.73 0.000 -3.92 0.000
Authority Scarcity -1.81 0.070 -2.11 0.035
196
Appendix 20| Detailed Results per Cialdini Principle
1. Reciprocity Principle
Table 85| Reciprocity Techniques applied by Online Retail Shops
Mediamarkt
Wehkamp
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
H&M
AH
No. Code:
1.1 Free Entertainment and/or Information a. Website 1+1 1+1 1 1 1 5(7)
b. Social Channel 1 1
c. App 1 1 1+1 3(4)
1.2 Product(s) Information a. General Product Information 1+1 1+1 1+1 1 1+1 1 6(10)
b. Specific Product Information 1 1
1.3 (Customized) Personal Advice 1 1+1+1+1 1 3(6)
1.4 Third-Parties a. Comparison With 1 1 2
b. Buying From 1 1 2
1.5 Contact Possibilities a. Chat 1 1 2
b. Call 1 1 2
c. App 1 1+1 2(3)
d. Appointment 0
1.6 Free Product(s) a. Voucher 0
b. Sample 1 1
c. Comparison Possibility 1 1 1 1 1 5
d. Other 1+1 1(2)
Total 6(7) 3(4) 4(9) 7 3 7(12) 0 2 3 1 36(48)
197
Table 86| Reciprocity Techniques applied by Online Travel Shops
Vliegtickets
Vliegwinkel
Neckerman
Corendon
Transavia
Sunweb
Landal
Total
EWH
KLM
TUI
n
No. Code:
1.1 Free Entertainment and/or Information a. Website 1 1+1+1 1 3(5)
b. Social Channel 0
c. App 1+1+1 1 2(4)
1.2 Product(s) Information a. General Product Information 1 1
b. Specific Product Information 1 1
1.3 (Customized) Personal Advice 1 1
1.4 Third-Parties a. Comparison With 0
b. Buying From 0
1.5 Contact Possibilities a. Chat 1 1 1 1 1 5
b. Call 0
c. App 1 1 1 3
d. Appointment 1 1
1.6 Free Product(s) a. Voucher 0
b. Sample 0
c. Comparison Products 1 1 1 1 1 5
d. Other 1 1 2
Total 5 3(7) 5 0 0 2 3 3 3 0 24(28)
2. Consistency and Commitment Principle
Table 87| Consistency and Commitment Techniques applied by Online Retail Shops
Wehkamp
Mediamar
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
HM
AH
kt
No. Code:
2.1 (FB) Liking a. (Information about) 0
Product(s)
(Categories)
b. Online Shop 1 1
c. Other Element(s) 1+1+1 1 1 1 1 5(7)
198
Table 87 Continued| Consistency and Commitment Techniques applied by Online Retail Shops
Wehkamp
Mediamar
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
HM
AH
kt
No. Code:
2.2 Sharing
a. (Information about) a. E-mail 1 1 1 3
Product(s) (Categories)
b. Social Media 1 1 2
c. Both 1 1
b. Other Element(s) a. E-mail 1 1
b. Social Media 1+1 1 1+1 1+1 1 1 6(9)
c. Both 1 1+1 1+1 1 1 1 6(8)
2.3 Printing/ Downloading/ a1. One Product 1 1 2
a2. More Product(s) 1 1 1 3
(Categories)
b. Other than Product(s) 1 1 1 1+1+1 4(6)
(Categories)
2.4 Saving a. Product 1 1 1 1 1 1 1 1 8
b. Other than Product 1 1
a. Online Shop and/or a. Social Media 1 1 1 1 1 1 1 1 8
Action(s)
b. App 1 1 1 1 1 5
c. Newsletter 1 1 1 1 1 1+1 1 1 1 9(10)
b. Product(s) (Categories) a. Price Alert 0
b. Stock Alert 1 1 1+1 1 4(5)
c. Brand(s)/ Person(s) / 1 1 2
d. Other 0
2.6 Publishing
a1. Publish a. Question(s) 1 1
Question(s)/Comment(s)
about Product(s)
(Categories)
b. Comment(s) 0
c. Both 0
199
Wehkamp
Mediamar
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
HM
AH
kt
No. Code:
a2. Publish a. Question(s) 0
about other Elements than
Product(s) (categories)
b. Comment(s) 1 1 1+1 1 4(5)
c. Both 0
b1. Publish Product Review a. Without anything 0
b. With 0
Recommendation
c. With Rating 1 1 1 1 4
d. With 1 1 1 3
Recommendation and
Rating
b2. Publish an Online Shop a. Without anything 0
Review
b. With 0
Recommendation
c. With Rating 1 1
d. With 0
Recommendation and
Rating
c. Publish a Recommendation a. Product (Category) 0
b. Online Shop 0
c. Other than Product(s) 1 1+1 1 1 1 1 6(7)
(Categories) and/or
the Online Shop
d. Publish a Rating a. Product (Category) 0
b. Online Shop 0
c. Other than Product(s) 0
(Categories) and/or
the Online Shop
2.7 Participate a. Petition 0
b. Feedback 1 1 1+1 1+1 1 1 6(8)
c. Win Promotions 1 1 1 3
200
Wehkamp
Mediamar
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
HM
AH
kt
No. Code:
2.7 Participate d. Membership 1 1 2
e. Tool 1 1
2.8 Customize Suggestions a. Sign up/ Register 1 1 1 3
b. Customize 1 1
2.9 Other a. Full Information 0
b. Appointment 0
c. Free Sample 1 1
d. Check Store Inventory 1 1 1 3
/ Make a reservation
e. Find a Store 1 1 1 1 4
f. Selecting/Excluding 1+1+1 1+1+1+1+1 1 3(9)
2.10 Loyalty Programs 1+1+1+1 1 1 3(6)
2.11 Reminder
a. Product(s) a. Saved 1 1 1 1 1 1 1 1 1 9
b. Recently Viewed 1 1+1 1+1+1+1 1+1+1 4(10)
b. Other than Product(s) a. Saved 0
b. Search Request 0
c. Recently Viewed 0
2.12 Suggestion of Similar a. Product(s) 1+1+1 1 1+1 1 1+1+1 1 1 1+1 1+1 9(16)
(Categories)
(Categories)
2.13 Complementary Product(s) a. Without Favourable 1 1 1+1 1+1 1+1 1 1+1 7(11)
(Categories) Conditions
b. With Favourable 1+1 1 1 1 4(5)
Conditions
Total 25(31) 16(20) 17(25) 19(26) 13(18) 20(29) 2 13 17(19) 16(17) 158(200)
201
Table 88| Consistency and Commitment Techniques applied by Online Travel Shops
Neckermann
Vliegtickets
Vliegwinkel
Corendon
Transavia
Sunweb
Landal
Total
EWH
KLM
TUI
No. Code:
2.1 (FB) Liking a. (Information 1 1 1 3
about) Product(s)
(Categories)
c. Other Element(s) 1+1 1+1 1 1 1 1 6(8)
2.2 Sharing
a. (Information about) a. E-mail 1 1+1 1+1 1 4(6)
Product(s)
(Categories)
b. Social Media 1 1 2
c. Both 1+1 1+1+1+1 1 1+1+1 1 1 1+1+1+1 7(16)
b. Other Element(s) a. E-mail 0
b. Social Media 1 1+1+1 1+1+1 1 1 1 1+1 1 1+1 9(15)
c. Both 1+1 1 1+1 3(5)
2.3 Printing/ Downloading/ a1. One Product 1 1+1 1+1 1+1 4(7)
a2. More Product(s) 1 1 1 1+1 4(5)
(Categories)
b. Other than 1 1+1+1+1 1+1 1+1+1 4(10)
Product(s)
(Categories)
2.4 Saving a. Product 1 1 1 1 1 5
b. Other than 0
Product
2.5 Following (Stay
Informed)
a. Online Shop and/or a. Social Media 1 1+1 1 1 1 1 1 1 1 1 10(11)
Action(s)
b. App 1 1 1 3
c. Newsletter 1 1+1+1 1+1 1+1+1+1 1 1+1 1 1 1 1 10(17)
202
Table 88 Continued| Consistency and Commitment Techniques applied by Online Travel Shops
Neckermann
Vliegtickets
Vliegwinkel
Corendon
Transavia
Sunweb
Landal
Total
EWH
KLM
TUI
No. Code:
2.5 Following (Stay
Informed)
b. Product(s) (Categories) a. Price Alert 1 1
b. Stock Alert 1 1
c. Brand(s)/ Person(s) / 0
d. Other 0
2.6 Publishing
about Product(s)
(Categories)
b. Comment(s) 0
c. Both 1+1 1(2)
about other Elements
than Product(s)
(categories)
b. Comment(s) 1 1 1 1 1 1 1 1 8
c. Both 0
b1. Publish Product a. Without anything 1 1

(Category) Review
b. With 0
Recommendation
c. With Rating 1 1+1 1 3(4)
d. With 0
Recommendation
and Rating
b2. Publish an Online Shop a. Without anything 0
Review
b. With 0
Recommendation
203
Neckermann
Vliegtickets
Vliegwinkel
Corendon
Transavia
Sunweb
Landal
Total
EWH
KLM
TUI
No. Code:
b2. Publish an Online Shop c. With Rating 1 1
Review
d. With 1 1
Recommendation
and Rating
c. Publish a a. Product (Category) 0
Recommendation
b. Online Shop 0
c. Other than 1 1 2
Product(s)
(Categories) and/or
the Online Shop
d. Publish a Rating a. Product (Category) 0
b. Online Shop 0
c. Other than 0
Product(s)
(Categories) and/or
the Online Shop
2.7 Participate a. Petition 0
b. Feedback 1 1 1+1 1 1 1+1 1+1+1+1 1 1+1 9(15)
c. Win Promotions 0
d. Membership 1 1
e. Tool 1 1 2
2.8 Customize Suggestions a. Sign up/ Register 0
b. Customize 0
2.9 Other a. Full Information 0
b. Appointment 1 1
c. Free Sample 0
d. Check Store 0
Inventory / Make a
reservation
e. Find a Store 1 1
204
Neckermann
Vliegtickets
Vliegwinkel
Corendon
Transavia
Sunweb
Landal
Total
EWH
KLM
TUI
No. Code:
2.9 Other f. Selecting/Excluding 1+1 1+1 1+1+1 1 1 1 1 7(11)
2.10 Loyalty Programs 1 1+1 1 3(4)
2.11 Reminder
a. Product(s) a. Saved 1+1 1 1 1+1 1 5(7)
b. Recently Viewed 1 1+1+1+1+1+1 1+1 1+1+1+1 1+1+1 1+1 6(18)
b. Other than Product(s) a. Saved 0
b. Search Request 1 1 2
c. Recently Viewed 0
2.12 Suggestion of Similar a. Product(s) 1 1 1 1 1+1 1 1 7(8)
(Categories)
b. Other than 1 1 1 1 1 1 6
Product(s)
(Categories)
2.13 Complementary a. Without Favourable 1 1 1 3
Product(s) (Categories) Conditions
b. With Favourable 0
Conditions
Total 18(22) 14(27) 21(34) 20(29) 11(14) 9(10) 13(15) 18(29) 14(15) 13(23) 151(218)
3. Social Proof Principle
Table 89| Social Proof Techniques applied by Online Retail Shops
Wehkamp
Mediamar
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
HM
AH
kt
No. Code:
a. Product (Category) a. Without anything 0
b. With Recommendations 0
205
Table 89 Continued| Social Proof Techniques applied by Online Retail Shops
Wehkamp
Mediamar
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
HM
AH
kt
No. Code:
a. Product (Category) c. With Ratings 1 1+1 1 1 4(5)
d. With Recommendations and Ratings 1 1+1 1 3(4)
b. Online Shop a. Without anything 0
c. With Ratings 1 1
d. With Recommendations and Ratings 1 1
3.2 Summary of the Written a. Product (Category) 1 1
Reviews
b. Online Shop 0
3.3 Average Rating 0
a. In General a1. Product 1+1+1 1+1+1 1+1 1+1+1+1 1+1+1+1 1+1+1 1+1 7(21)
a2. Product Category/Categories 1 1
b. Online Shop 1 1+1+1+1+1 2(6)
c. Other than Product (Category) and 1 1
Online Shop
b. Per Item a. Product (Category) 1 1 1 3
b. Online Shop 1 1
3.4 Number/Percentages 0
a. Reviews
b. Recommendations a. Product (Category) 1+1 1 2(3)
b. Online Shop 0
c. Other than Product (Category) and 1 1
Online Shop
c. Ratings a. Product (Category) 1 1 1 1 1 5
b. Online Shop 1 1 2
206
Wehkamp
Mediamar
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
HM
AH
kt
No. Code:
d. Helpful Reviews/ Comments 1 1+1 1 1 1 5(6)
e. Shares a. Product (Category) 1 1
b. Other than Product (Category) 1 1 1 1 1 5
f. Likes a. Product (Category) 0
b. Online Shop 1 1+1 2(3)
c. Other than Product (Category) and Online 1 1 1 1+1 1 5(6)
Shop
g. Social Media Followers 0
h. Newsletter Subscribers 0
i. Readers 0
j. Written Reactions 1 1 1+1 3(4)
k. Customers 0
3.5 (Information about) Search and/or Buying Behaviour of Other(s)
a. Search Behaviour a1. One Selected Product 0
a2. Unselected Product(s) 1+1 1 1 1 4(5)
b. Other than Product(s) 0
b. Buying Behaviour a. One Selected Product 0
b. Unselected Product(s) 1 1 1 1 1 1 6
c. Search & Buying Combined a. One Selected Product 0
b. Unselected Product(s) 1+1+1 1(3)
3.6 Other Behaviour of Other(s) a. Making Use 1+1 1 2(3)
b. Giving Advice 0
c1. Product(s) Reaction(s) 0
c2. Other than Product(s) Reaction(s) 1 1+1 2(3)
3.7 Popularity and/or Likeable a. One Product (Category) 1 1 2
Indications
b. More Product(s) (Categories) 1+1 1+1 1+1+1 1+1 1 1 1+1 1 1+1+1 9(17)
c. Other than Product(s) (Categories) and 1 1
Rankings
207
Wehkamp
Mediamar
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
HM
AH
kt
No. Code:
3.8 Best Reviewed a. One Product (Category) 1+1 1+1 1+1 3(6)
Products/Services
b. More Product(s) (Categories) 1 1 2
Total 17(22) 10(16) 6(10) 18(29) 6(10) 10(13) 2 3(4) 6(10) 10(13) 88-
(129)
Table 90| Social Proof Techniques applied by Online Travel Shops
Neckerm
Transavi
Vliegtick
Corendo
Vliegwin
Sunweb
Landal
Total
EWH
KLM
ann
TUI
ets
kel
n
a
No Code:
a Product a. Without anything 1+1 1 1+1 1 4(6)
c. With Ratings 1 1+1 1 1 1+1 1 6(8)
b Online Shop a. Without anything 1 1
b. With Recommendations 1 1
c. With Ratings 1 1 2
3.2 Summary of the Written Reviews a. Product (Category) 0
b. Online Shop 0
208
Table 90 Continued| Social Proof Techniques applied by Online Travel Shops
Neckerm
Transavi
Vliegtick
Corendo
Vliegwin
Sunweb
Landal
Total
EWH
KLM
ann
TUI
ets
kel
n
a
No Code:
3.3 Average Rating
a. In General a1. Product 1+1+1 1+1 1+1+1 1+1+1 1+1+1+1 1+1+1+1+1 1+1+1 1+1 8(25)
a2. Product Category/Categories 1+1 1 2(3)
b. Online Shop 1+1+1+1+1+1 1+1+1 2(9)
c. Other than Product 0
(Category) and Online Shop
b. Per Item a. Product (Category) 1 1 1 1 1+1+1 1+1 1 1 8(11)
b. Online Shop 1 1
a. Reviews 0
b. Recommendations a. Product (Category) 1 1 2
b. Online Shop 1+1+1+1+1 1(5)
c. Other than Product 0
c. Ratings a. Product (Category) 1 1 2
b. Online Shop 1 1
d. Helpful Reviews/ 1 1
Comments
e. Shares a. Product (Category) 1 1 1 3
(Category)
f. Likes a. Product (Category) 1 1 2
b. Online Shop 1 1 1 1 1 1 6
c. Other than Product 1 1 1 1 4
g. Social Media 1 1
Followers
h. Newsletter 0
Subscribers
i. Readers 1 1
j. Written Reactions 1 1 1 1+1 1 1 1 7(8)
k. Customers 1 1 1 3
209
Table 90 Continued| Social Proof Techniques applied by Online Travel Shops
Neckerm
Transavi
Vliegtick
Corendo
Vliegwin
Sunweb
Landal
Total
EWH
KLM
ann
TUI
ets
kel
n
a
No Code:
3.5 (Information about) Search and/or Buying Behaviour of Other(s)
a. Search Behaviour a1. One Selected Product 1 1
a2. Unselected Product(s) 1 1+1+1 2(4)
b. Other than Product(s) 0
b. Buying Behaviour a. One Selected Product 1+1+1 1+1+1 1 1 1 5(9)

b. Unselected Product(s) 0
c. Search & Buying a. One Selected Product 0
Combined
b. Unselected Product(s) 0
3.6 Other Behaviour of a. Making Use 1 1 2
Other(s)
b. Giving Advice 0
c1. Product(s) Reaction(s) 1 1
c2. Other than Product(s) 1 1 1 3
Reaction(s)
3.7 Popularity and/or a. One Product (Category) 1+1 1+1 1+1+1 1+1 1 1+1 6(12)
Likeable Indications
b. More Product(s) (Categories) 1+1+1 1+1+1 1+1+1+1+1 1+1 1+1+1 1+1 6(18)
(Categories) and Rankings
3.8 Best Reviewed a. One Product (Category) 1 1
Products
b. More Product(s) (Categories) 1 1 1+1 3(4)
Total 12(22) 10(11) 17(27) 20(33) 2(3) 0 17(30) 15(23) 10(15) 8(9) 111(173)
4. Unity Principle
210
Table 91| Unity Techniques applied by Online Retail Shops
Wehkamp
Mediamar
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
HM
AH
kt
No. Code:
4.1 Giveaway Actions for Friends a. Promotion Tool 0
b. Nominating 0
c. Presents 1 1 2
4.2 Sharing Information with Friends a. Product(s) (Categories) 1+1 1+1 1 1 4(6)
b. Other than Product(s) (Categories) 1+1+1 1 1+1+1+1 1+1 1+1 1+1+1 1+1 1 1 9(19)
4.3 Collaboration a. Organization 0
b. Friends 0
4.4 Supporting Visitors 1 1
4.5 Similar Other(s) 0
a. Making Use 1 1 1 3
b. Recommending a. One Product (Category) 1 1 2
b. More Product(s) (Categories) 1 1
c. Giving Advice a. One Product (Category) 0
d. Search Behaviour 1 1 2
e. Buying Behaviour 1 1
f. Other a. One Product (Category) 0
b. More Product(s) (Categories) 0
4.6 Terms a. Identification 1+1 1(2)
b. Unity 1+1 1 2(3)
Total 5(9) 4 6(10) 3(4) 4(6) 2(4) 0 3(4) 1 1 29(43)
Table 92| Unity Techniques applied by Online Travel Shops
Neckermann
Vliegtickets
Vliegwinkel
Corendon
Transavia
Sunweb
Landal
Total
EWH
KLM
TUI
No. Code:
4.1 Giveaway Actions for Friends a. Promotion Tool 0
b. Nominating 1 1
c. Presents 0
211
Table 92 Continued| Unity Techniques applied by Online Travel Shops
Neckermann
Vliegtickets
Vliegwinkel
Corendon
Transavia
Sunweb
Landal
Total
EWH
KLM
TUI
No. Code:
4.2 Sharing Information with a. Product(s) (Categories) 1+1 1+1+1+1 1+1+1 1+1 1 1+1 1+1+1 1+1 1+1+1+1 9(23)
Friends
b. Other than Product(s) 1+1+ 1+1+1+1 1+1+1 1 1 1 1+1 1 1+1+1+1 9(20)
(Categories) 1
4.3 Collaboration a. Organization 1 1
b. Friends 1 1
4.4 Supporting Visitors 0
4.5 Similar Other(s)
a. Making Use 1 1 1+1 1 1 5(6)
b. Recommending a. One Product (Category) 1 1 1 1+1 1 1 6(7)
b. More Product(s) (Categories) 1+1+1 1(3)
c. Giving Advice a. One Product (Category) 1 1
d. Search Behaviour 1+1+1 1(3)
e. Buying Behaviour 1 1+1 2(3)
f. Other a. One Product (Category) 1+1 1+1 1 1+1 4(7)
4.6 Terms a. Identification 1 1+1 1 3(4)
b. Unity 1 1 2
Total 5(9) 4(10) 6(11) 7(11) 7(11) 2 2(3) 5(9) 4(6) 5(11) 47(83
)
5. Liking Principle
212
Table 93| Liking Techniques applied by Online Retail Shops
Wehkamp
Mediamar
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
HM
AH
kt
No. Code:
5.1 People Using the a. Attractive People 1+1 1+1+1 1+1 3(7)
Product(s)
b. Celebrities 0
a. Favourable Conditions a. One Product 1+1+1+1+ 1+1+1+ 1+1+1+ 1+1+1+1 1+1 1+1+1+1+ 1+1 1+1+1+1 1+1+1+1 1+1+1+1 10(46)
for Obtaining (Category) 1+1+1+1 1+1 1+1 1+1+1+1
b. More Product(s) 1+1 1+1 1+1 1 1 1+1+1 1 1+1 1+1 1 10(17)
(Categories)
b. (Environmentally) a. One Product 1+1+1+1 1+1 1+1 3(8)
Responsibility (Category)
b. More Product(s) 1 1 1 3
(Categories)
c. (Good Price-) Quality a. One Product 1+1 1+1+1 1+1 1+1+1+1 1+1 1+1 6(15)
(Ratio) (Category)
b. More Product(s) 1+1+1 1 1 1+1 1 1 1 7(10)
(Categories)
Total 4(15) 6(14) 4(11) 4(9) 3(4) 6(21) 2(3) 7(14) 4(10) 2(5) 42(106)
Table 94| Liking Techniques applied by Online Travel Shops
Vliegticket
Neckerma
Corendon
Transavia
Vliegwink
Sunweb
Landal
Total
EWH
KLM
TUI
nn
el
s
No. Code:
5.1 People Using the Product(s) a. Attractive People 0
b. Celebrities 0
a. Favourable Conditions for a. One Product (Category) 1+1+1 1+1+1+1+ 1+1+1+1+ 1+1 1 1+1+1+1+ 1+1+1+1 1+1+1 8(37)
Obtaining 1+1+1+1 1+1+1+1 1+1+1 +1
b. More Product(s) 1 1+1 1 1+1 1+1 1 1+1 1 1+1+1 9(15)
(Categories)
213
Table 94 Continued| Liking Techniques applied by Online Travel Shops
Vliegticket
Neckerma
Corendon
Transavia
Vliegwink
Sunweb
Landal
Total
EWH
KLM
TUI
nn
el
s
No. Code:
b. (Environmentally) Responsibility a. One Product (Category) 1+1 1(2)
c. (Good Price-) Quality (Ratio) a. One Product (Category) 1+1 1+1+1+1+ 1+1+1 1+1 1+1 1+1 1+1 7(20)
1+1+1
b. More Product(s) (Categories) 1+1+1 1 1+1 1+1 1+1+1 1 1+1 1+1 8(16)
Total 4(9) 2(3) 4(18) 4(15) 3(5) 2(3) 4(8) 4(11) 3(9) 4(10) 34(91)
6. Authority Principle
Table 95| Authority Techniques applied by Online Retail Shops
Wehkamp
Mediamar
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
HM
AH
kt
No. Code:
6.1 Test Results 0
a. Without Explanations 0
a. Labels a. Product(s) 1+1 1+1 2(4)
b. Online Shop 1 1+1 1 1 1 1+1 1+1 1+1 8(12)
c. Employees 0
d. Security 0
b. Awards a. Product(s) 1+1 1+1 1+1 1+1 1+1 1+1 6(12)
b. Online Shop 1 1 1+1+1+1 3(6)
c. Employees 0
b. With Explanations 1+1 1+1 1 3(5)
6.2 Collaboration a1. Associations 0
a2. Charities 1 1 2
a3. Review Partners 1 1 2
214
Table 95 Continued| Authority Techniques applied by Online Retail Shops
Wehkamp
Mediamar
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
HM
AH
kt
No. Code:
6.2 Collaboration a4. Sponsors 0
a5. Brands 1 1+1 1+1+1 1 1 1+1 1 7(11)
a6. Other External Partners 1 1+1 1 1 1 1+1 1 1+1 8(11)
b. Internal Partners 1 1
6.3 Evidence a. Winner(s) 1 1
b. Customer(s) 0
6.4 Media Presence 1 1
6.5 Identifiable Independent Experts
a. Recommending a1. One Product (Category) 1+1 1 2(3)
a2. More Product(s) (Categories) 0
b. Online Shop 0
b. Giving General Advice 1 1
6.6 Employee(s)/ Organization 0
a. Recommending a. One Product 1 1
b. More Product(s) (Categories) 1 1+1 1+1 3(5)
b. Giving General Advice a. With Authority Attributes 1+1 1 1 3(4)
b. Without Authority Attributes 1+1+1 1+1 1 1+1+1 1 1+1 1 7(13)
c. Making Use 0
6.7 Introducing Employees a. Without Authority Information 1+1+1+1 1 2(5)
b. With Authority Information 1 1 1 1+1 1 1 6(7)
a. USP a. Numeration 1+1+1 1+1+1+1 1+1 1+1+1+1+1+1 1+1+1+1 1 1 1+1+1 8(24)
b. Explained 1 1 1+1 1+1 1+1+1 1 6(10)

b. General Information a. Physical Stores 1 1 1 1 1 5
b. Foundation 1 1 1 1 1 1 1 7
c. CSR 1 1 1+1 1 4(5)
d. Innovation 0
e. Warnings 1 1 2
f. Security 1 1
g. Financial Info 1 1
215
Table 95 Continued| Authority Techniques applied by Online Retail Shops
Wehkamp
Mediamar
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
HM
AH
kt
No. Code:
b. General Information h. General Info 1 1 1+1+1 1 1+1 1+1 1+1 1+1 8(14)
6.9 Publication(s) a. Brochure 0
b. Picture(s) 1 1
c. Video(s) 1+1 1 1 3(4)
d. Press Release(s) 1 1 1 1 1 1 1 1 8
a. New a. One Product (Category) 1+1 1+1 1+1 1+1 4(8)
b. More Product(s) (Categories) 1 1+1 1 1+1 1 5(7)
b. Soon Available a. One Product Category 1 1
6.11 Verified Reviewer(s) 1 1 2
Total 19(27) 13(21) 15(25) 22(40) 5(6) 20(31) 3(5) 10(13) 17(21) 11(18) 135(207)
Table 96| Authority Techniques applied by Online Travel Shops
Neckermann
Vliegtickets
Vliegwinkel
Corendon
Transavia
Sunweb
Landal
Total
EWH
KLM
TUI
No. Code:
6.1 Test Results
a. Without Explanations 0
a Labels a. Product(s) 1+1 1(2)
b. Online Shop 1+1+1 1+1 1+1 1+1 1+1+1+1+1+1+1+1 1+1+1 6(20)
c. Employees 0
d. Security 0
b Awards a. Product(s) 1+1 1(2)
b. Online Shop 1+1 1+1 1+1+1+1+ 1+1 1 1+1+1 5(14)
c. Employees 0
216
Table 96 Continued| Authority Techniques applied by Online Travel Shops
Neckermann
Vliegtickets
Vliegwinkel
Corendon
Transavia
Sunweb
Landal
Total
EWH
KLM
TUI
No. Code:
6.1 Test Results
b. With Explanations 1+1 1+1 1 1 1+1+1 5(9)
6.2 Collaboration
a1. Associations 1+1 1+1+1 1+1 1+1+1 1+1 1+1+1+ 1+1+1+1 1+1 1 9(28)
1+1+1+1 +1
+1
a2. Charities 1 1 1 3
a3. Review Partners 1+1+1+ 1+1+1+1 1+1 1+1+1 1+1 5(17)
1+1+1
a4. Sponsors 1 1
a5. Brands 1+1+1+1 1+1+1 1 1 4(9)
a6. Other External 1+1 1 1+1+1 1 1+1+1 1+1+1+1 1+1+1+1+1 1 1+1+1+1 9(27)
Partners +1+1+1
b. Internal Partners 1 1 1+1 1 1 1+1 1+1+1 1 1+1 9(14)
6.3 Evidence a. Winner(s) 0
b. Customer(s) 1 1 1 3
6.4 Media Presence 1+1 1+1 2(4)
6.5 Identifiable Independent Experts
a. Recommending a1. One Product 0
(Category)
a2. More Product(s) 0
(Categories)
b. Online Shop 0
b. Giving General 0
Advice
a. Recommending a. One Product 1 1 2
b. More Product(s) 1+1+1 1(3)
(Categories)
b. Giving General a. With Authority 1 1

Advice Attributes
217
Neckermann
Vliegtickets
Vliegwinkel
Corendon
Transavia
Sunweb
Landal
Total
EWH
KLM
TUI
No. Code:
b. Giving General b. Without Authority 1 1 1 1 1 1 6
Advice Attributes
c. Making Use 1 1+1 2(3)
6.7 Introducing a. Without Authority 1 1 1 1 4
Employees Information
b. With Authority 1 1 1 1 1 5
Information
a. USP a. Numeration 1+1+1+1+ 1+1+1 1+1+1+1+1 1+1+1+1 1+1 1+1 1+1+1+1+ 1+1+1+1+1 1+1+1 9(36)
1+1 1+1
b. Explained 1 1+1 1+1+1 1 1 1 1 1+1+1 1 9(14)
b. General a. Physical Stores 1 1
Information
b. Foundation 1+1+1+1+1 1 1+1 1 1 1 1+1+1+1 1+1 1 9(18)
c. CSR 1 1 1 1 1 5
d. Innovation 1 1 2
e. Warnings 0
f. Security 1 1
g. Financial Info 1 1
h. General Info 1+1+1+1+1 1 1+1 1 1 1+1+1 1+1+1 1 1 9(18)
6.9 Publication(s) a. Brochure 0
b. Picture(s) 1 1
c. Video(s) 1+1 1 2(3)
d. Press Release(s) 1+1 1 1 1+1 4(6)
a. New a. One Product 1 1 2
(Category)
(Categories)
218
Neckermann
Vliegtickets
Vliegwinkel
Corendon
Transavia
Sunweb
Landal
Total
EWH
KLM
TUI
No. Code:
b. Soon Available a. One Product Category 0
6.11 Verified Reviewer(s) 1 1 1 3
Total 13(39) 17(27) 21(34) 13(23) 12(18) 12(15) 13(49) 13(36) 15(21) 18(31) 147(293)
7. Scarcity Principle
Table 97| Scarcity Techniques applied by Online Retail Shops
Wehkamp
Mediamar
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
HM
AH
kt
No. Code:
7.1 Deadline/Period
a. Without Countdown a. One Product (Category) 1 1 1+1+1+1 1 4(7)
b. More Product(s) 1+1 1+1+1+1+1+1+1 1 1 1+1+1+1 5(15)
(Categories)
b. With Countdown a. One Product (Category) 1+1+1 1 2(4)
b. More Product(s) 0
(Categories)
a1. Limited Stock – Without a. One Product (Category) 1 1 1 3
Urgency
b. More Product(s) 1 1
(Categories)
a2. Limited Stock – With Urgency a. One Product (Category) 0
b. More Product(s) 0
(Categories)
b. Unavailable Stock 1 1 1 1+1 1+1 1 1+1 7(10)
219
Table 97 Continued| Scarcity Techniques applied by Online Retail Shops
Wehkamp
Mediamar
Coolblue
Intertoys
Bol.com
Van Dijk
Amazon
Zalando
Total
HM
AH
kt
No. Code:
7.3 Exclusive
a. Product(s) a. One Product (Category) 1+1+1+1 1+1 1+1 1+1 4(10)
b. More Product(s) (Categories) 1 1 1 3
b. Edition a. One Product (Category) 0
c. Actions a. One Product (Category) 1+1 1+1 2(4)
d. Advantages 1+1+1 1 1 1 1+1 5(8)
7.4 Scarcity Language a. Loss Language 1+1 1 1 1+1 1 1 6(8)
b1. One Product (Category) 1+1 1+1 1 3(5)
b2. More Product(s) (Categories) 1 1 1 3
b3. Other than Product(s) 0
Total 7(13) 8(15) 2 4(5) 1 8(17) 1(2) 6(10) 7(10) 5(7) 49(82)
Table 98| Scarcity Techniques applied by Online Travel Shops
Vliegticket
Neckerma
Corendon
Transavia
Vliegwink
Sunweb
Landal
Total
EWH
KLM
TUI
nn
el
s
No. Code:
7.1 Deadline/Period
a. Without Countdown a. One Product(Category) 1+1 1 2(3)
b. With Countdown a. One Product (Category) 1 1

b. More Product(s) (Categories) 1 1 2
a1. Limited Stock – Without Urgency a. One Product (Category) 1+1+1 1 1+1 1 1+1 1+1 1 7(12)
a2. Limited Stock – With Urgency a. One Product (Category) 1 1
220
Table 98 Continued| Scarcity Techniques applied by Online Travel Shops
Vliegticket
Neckerma
Corendon
Transavia
Vliegwink
Sunweb
Landal
Total
EWH
KLM
TUI
nn
el
s
No. Code:
a2. Limited Stock – With Urgency b. More Product(s) (Categories) 0
b. Unavailable Stock 1 1 1 1 1 5
7.3 Exclusive
a. Product(s) a. One Product (Category) 1+1 1+1+1 2(5)
b. Edition a. One Product (Category) 0
c. Actions a. One Product (Category) 1+1 1(2)
d. Advantages 1 1 1+1 3(4)
7.4 Scarcity Language a. Loss Language 1+1+1+1 1 1+1 1 1 1 1 7(11)
b1. One Product (Category) 1+1+1 1 2(4)
b2. More Product(s) (Categories) 1 1 1+1 1 1 1 1+1 1+1 1 9(12)
b3. Other than Product(s) 0
Total 6(12) 3 10(14) 6(9) 4 1 5(7) 4(6) 4(7) 3 46(66)
Red  Main Category Green  Product Page + Selection Purple  Search Results
Bright Orange  Reviews Light Blue  Other Light Purple  Sitemap
Orange  Sub Category Blue  Wishing List and/or Buying List Gray  Articles
Light Green  Overview Page Dark Blue  Main Page
221
Appendix 21| Differences between the Types of Online
Shops
Table 99| Comparing the Differences between the Types of Online Shops regarding the Principles by means of
Chi-Square Goodness of Fit Tests
Unique Total
2 2
n X df p n X df p
Reciprocity Online Retail Shops 36 48
Online Travel Shops 24 2.40 1 0.12 28 5.26 1 0.02
Consistency & Commitment Online Retail Shops 158 200
Social Proof Online Retail Shops 88 129
Unity Online Retail Shops 29 43
Liking Online Retail Shops 42 106
Authority Online Retail Shops 135 207
Scarcity Online Retail Shops 49 82
Total Online Retail Shops 537 815
Table 100| Significant Differences between the Types of Online Shops Regarding the Techniques Underlying to
the Cialdini Principles by means of Chi-Square Goodness of Fit Tests
Unique Total
2 2
n X df p n X df p
Reciprocity Online Retail Shops 10
(code 1.2a) Online Travel Shops 1 7.36 1 0.01
Consistency & Commitment Online Retail Shops 1
(code 2.2ac) Online Travel Shops 16 13.24 1 0.00
Consistency & Commitment Online Retail Shops 11
Social Proof Online Retail Shops 3
(code 3.3ba) Online Travel Shops 11 4.57 1 0.03
Social Proof Online Retail Shops 2
Authority Online Retail Shops 2
(code 5.2a3) Online Travel Shops 17 11.84 1 0.00
(code 5.2a6) Online Travel Shops 27 6.74 1 0.01
Authority Online Retail Shops 1 1
(code 5.2b) Online Travel Shops 9 6.40 1 0.01 14 11.27 1 0.00
(code 5.8bb) Online Travel Shops 18 4.84 1 0.03
(code 5.1ba) Online Travel Shops 2 7.14 1 0.01
Scarcity Online Retail Shops 3
(code 6.2a1a) Online Travel Shops 12 5.40 1 0.02
Scarcity Online Retail Shops 3
(code 6.4b2) Online Travel Shops 12 5.40 1 0.02
Unity Online Retail Shops 6
*The codes refer to the codes as used in Chapter 4
** The techniques whereby the difference between online retail shops and online travel shops were less than five
or whereby one type of online shop did not make use of, could not be calculated. For the remaining techniques
applies that they differ not significantly between the types of online shops.
222
Appendix 22| Thirty-One Techniques
1. Offering visitors the opportunity to follow the online shop and/or action(s) by means of
a newsletter (code 2.5ac)  95%
2. Making use of an additional element that implies that more than one product
(category) that the online shop offers, could be obtained under more favourable
conditions (code 5.2ab)  95%
3. Offering visitors the opportunity the follow the online shop and/or action(s) by means
of social media (code 2.5aa)  90%
4. Making use of an additional element that implies that one specific product (category)
that the online shop offers, could be obtained under more favourable conditions (code
5.2aa)  90%
5. Offering visitors the opportunity to share an element of the website other than
(information about) one or more product(s) (categories) with others (code 4.2b) 
90%
6. Showing the online shops’ external partnerships with one or more well-known, trusted
parties other than associations, charities, external review partners and sponsors
(code 6.2a6)  85%
7. Showing one or more unique selling pints (i.e., USP; characteristics why (an) visitor(s)
should choose for this organization instead of another) (code 6.8aa)  85%
8. Providing general information about the online shop (code 6.8bh)  85%
9. Showing one or more similar product(s) (categories) offered by the online shop that
the visitor may like based on their previous search interest (code 2.12a)  80%
10. Showing the online shop’s year of foundation or the number of years in which the
online shop is active (code 6.8bb)  80%
11. Offering visitors the opportunity to share an element other than (information about)
one or more product(s) (categories) by means of social media (code 2.2bb)  75%
12. Offering visitors the opportunity to give feedback (code 2.7b)  75%
13. Showing the average rating of other customers regarding a product that the online
shop offers (code 3.3aa1)  75%
14. Making use of an additional element that implies that more than one product
(category) the online shop offers, is popular and/or likeable (code 3.7b)  75%
15. Making use of additional elements indicating (good price-) quality (ratio) of more than
one product (category) they offer (code 5.2cb) 75%
223
16. Providing detailed information about one or more unique selling points (code 6.8ab)
 75%
17. Providing a reminder of saved product(s) (code 2.11a)  70%
18. Offering visitors the opportunity to save a product offered by the online shop (code
2.4a)  65%
19. Making use of additional elements indicating (good price-) quality (ratio) of one
specific product (category) offered by the online shop (code 5.2ca)  65%
20. Providing general advice about one or more product(s) (categories) the online shop
offers without using authority attributes (code 6.6bb)  65%
21. Making use of loss language in that the online shop emphasizes that advantages
and/or actions a visitor will lose if the visitor does not perform a particular
performance (without making use of a deadline and/or period) and/or has lost by not
performing a particular performance (code 7.4a)  65%
22. Offering visitors the opportunity to share (information about) one or more product(s)
that the online shop offers (categories) with others (code 4.2a)  65%
23. Offering visitors the opportunity to publish comment(s) about other elements than
product(s) (categories) (code 2.6a2b)  60%
24. Making use of press releases (code 6.9d)  60%
25. Making use of scarcity word(s) (e.g., gone=gone) that applies to more than one
product (category) that the online shop offers (code 7.4b2)  60%
26. Offering visitors the opportunity to like other elements than (information about)
product(s) (categories) and/or the online shop on Facebook (code 2.1c)  55%
27. Showing (a) similar element(s) other than one or more similar product(s) (categories)
offered by the online shop that the visitor may like based on their previous search
interest (code 2.12b)  55%
28. Showing the average rating of other customers about a product (category) the online
shop offers per item (code 3.3ba).  55%
29. Showing the obtained award(s) of (a) (category of) product(s) the online shop offers
(code 6.1aba)  55%
30. Showing the brand(s) of the products the online shop offers (code 6.2a5)  55%
31. Introducing (an) employee(s) of the online shop by making use of pictures with
authority information (code 6.7b)  55%
224

Persuasion Techniques Used by Successful Online Shops

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Persuasion Techniques Used by Successful Online Shops

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Master Thesis 29-08-2017

Faculty of Behavioural, Management and Social Sciences

Prof. Dr. Menno de Jong

Keywords: Persuasion, Motivator Factors, Cialdini Principles, Website Design.

Appendix 1| Asking for Data .................................................................................................................................. 63

1.2. Research Goal and Research Question

1.3.1. Practical Relevance

1.3.2. Scientific Relevance

2.1. Defining a Persuasive Website Design

2.2. Underlying Factors of a Persuasive Website Design

2.3. Hygiene Factors of a Persuasive Website Design

2.3.3. Visual Engagement

2.4. Motivator Factors of a Persuasive Website Design

2.4.1. Reciprocity Principle

2.4.2. Commitment and Consistency Principle

2.4.5. Authority Principle

2.4.6. Scarcity Principle

3.1. Research Design

3.2.1. Ten successful Online Retail and Travel Shops

Table 1| Ten Successful Online Retail Shops and Travel Shops

Table 2| Number of Pages per Online Shop

3.4. Coding Procedure

3.4.1. Determining in Which Manner

Assign up to one code underlying to the ascribed

3.4.2. Determining to What Extent

Table 3| Cialdini Principles Defined

4.1. General Results

4.1.1. Differences between the Online Shops in Applying Cialdini Principles

4.1.2. Differences between Cialdini Principles

Table 5| Mean and Median regarding the different Cialdini Principles

Moreover, a significance difference between the average number of unique techniques

4.2. Results per Cialdini Principle

4.2.1. Reciprocity Techniques

4.2.2. Consistency and Commitment Techniques

4.2.3. Social Proof Techniques

4.2.4. Liking Techniques

4.2.6. Scarcity Techniques

4.2.7. Unity Techniques

5.1. General Discussion

5.2. Practical Contributions and Implications

5.3. Theoretical Contribution and Implications

5.5. Suggestions for Future Research

Dear Sir or Madam,

On the basis of the research of Twinkle100 (http://twinkle100.nl/), I noticed that (the

I am looking forward to your reply.

Om deze onderzoeksvraag te beantwoorden zou ik dus graag de tien meest succesvolle

Met vriendelijke groeten,

The first five

The first five

The first five

Table 13| Reciprocity techniques

Table 14| Consistency and Commitment Techniques

Table 15| Social Proof Techniques

Table 16| Unity Techniques

Table 17| Liking Techniques

Table 19| Scarcity Techniques

Table 20| Overview of the Procedure Followed

Table 21| Reciprocity Techniques

Table 22| Consistency and Commitment Techniques

Table 23| Social Proof Techniques

Chu et al. (2014) Social Proof

Table 24| Liking Techniques

Table 27| Unity Techniques

Table 28| Reciprocity Techniques